Chapter 17. The Buying Brain, Screens, and Social Media

At the end of this chapter, you'll know and be able to use the following:

  • The critical differences in terms of consumers' subconscious responses between viewing content and messaging on traditional TV, the Internet, and mobile platforms

  • Why faces are so important across these three mediums

  • How to create the most effective video materials for each of the mediums

  • How to create the neurologically most powerful content for social networks

One of the most fascinating dichotomies of neuromarketing is this: we're dealing with an organ that hasn't changed for 100,000 years; and yet we're measuring its responses to new technology appearing in the marketplace in the time frame of months, if not weeks.

A prime example is the three screens phenomenon. The word "phenomenon" gets tossed around all too readily, but in this case, it truly fits. The scale of growth in any one of these three media—traditional television, the Internet, and mobile devices—is simply stunning. The modern world has never experienced anything like it. In fact, as this book goes to press, the "three screens phenomenon" has morphed into something like the 15-screen phenomenon, and growing.

For those who regard TV as a mature medium, the figures say otherwise. While I've stayed away from citing streams of statistics in this book, this is a category where the numbers tell the story better than words.

Total adult daily viewing time devoted to watching all screens: approximately ...

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