SOURCE: AXcess News

AXcess News

January 10, 2010 17:00 ET

AXcess News: Ad Agency Gains Edge on Consumer Response Measurement

RENO, NV--(Marketwire - January 10, 2010) - Research Magazine called Bark Group Inc. (OTCBB: BKPG) an advertising agency with a "scientific edge" in a recent story highlighting the company's ability to measure consumer response by interpreting brain activity to produce more effective ad campaigns. The results, says Bark CEO Anders Hageskov, "targets consumer emotions advertisers want to reach."

The cutting edge neurotechnology uses a combination of tracking eye movement, skin reactions and measuring responses in the brain's cortical region to to interpret activity in the viewers brain and gauge their emotional responses to videos of ads and marketing messages. Then, a series of algorithms and measurement devices will be used to interpret activity in the viewer's brain and gauge their emotional responses to the footage.

The technology was developed by Mindmetic, a brain research company that struck a strategic alliance with Bark Group to develop what Hageskov's Company calls "neuromarketing." But it sounds more like tapping consumers brains to find the sweet spot advertisers are looking for.

Regardless of how you slice it, Hageskov's Bark Group is on to something while other research gurus agree that advertisers are looking for ways to get more bang for the buck.

According to Nielsen Company, 2010 is shaping up to be a challenging year for advertising and in its 2010 Fact Sheet prepared in advance of the Consumer Electronic Show, almost 99% of video content watched in the U.S. is on traditional television, so getting the message right the first time is important -- there is no second chance.

"Marketers have long known that thoughts and feelings drive consumer behavior," said Bark Group's Hageskov.

CEO Geoff Ramsey said in eMarketer's 2010 Predictions Round-Up that "Marketers will be emphasizing deeper engagement" as ad dollars continue to migrate to digital from traditional media.

Forrester Research confirmed in their latest report, "US Online Holiday Retail Forecast, 2009," that retailers are working with thinner margins and watching their bottom line. That outlook falls in line behind eMarketer's take on advertising with ad dollars looking for the best results and it appears that Bark Group's 'neuromarketing' approach may just be the way to do it.

Bark Group was featured in a December 15, 2009 story that highlighted the international advertising agency's plans of entering the US market, though the ad agency's neuromarketing program wasn't in play at that time. Perhaps Bark Group's new alliance will accelerate those plans.

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