February 10, 2016 06:11 ET

Dx3 Asks: Does Size Really Matter?

Annual Conference and Trade Show, Dx3 Seeks to Answer Eternal Question

TORONTO, ON--(Marketwired - February 10, 2016) -  Is bigger really better, or do good things come in small packages? When it comes to content and ads, is the message more effective when viewed on a 60-inch TV or a five-inch iPhone? This year's Screen Science Experience at the annual Dx3 conference and trade show seeks to answer these questions with an interactive installation from Brainsights.

The Screen Science Experience will be a unique exhibit that brings the dynamics of attention to life. The exhibit will visualize the brain activity of participants as they view content on various screens - laptop, TV, mobile and tablet. Attendees will be invited to immerse themselves in a variety of screen environments, while wearing portable EEGs that will measure their brain activity to see how their attention levels are impacted by the screen they're viewing.

"The role of screen size on brain behaviour, and how it affects the way we encode messaging to memory, is a phenomenon any marketer would love to understand," said Anthony Lipkin, partner and vice-president of Dx3. "With Brainsights' technology this is exactly what we hope to uncover through our Screen Science Experience at this year's Dx3."

This is the second year in which Brainsights and Dx3 have partnered. Last year's installation, "The Creative Brain" used electroencephalography (EEG) headsets to measure people's nonconscious responses to global vs. local ads. 

The Screen Science Experience at Dx3 will be a part of a larger Interactive Zone, "The Brain Lab" that will focus on how sensory marketing is changing in both the retail and marketing industries. Brainsights will be joined by Mediative, who will also be building an experience that defines the role of the subconscious mind in retail purchase behaviour as analyzed through eye-tracking technology, powered by Tobii Pro.

Now in its fifth year, the Dx3 conference and trade show allows attendees to learn about the latest innovations and trends in digital marketing, brand advertising and retail. Hosted at the Metro Toronto Convention Centre on March 2 and 3, Dx3 will host over 70 exhibitors and 30+ digital-focused speakers.

About Dx3 Canada:

Dx3 is Canada's leading technology, digital marketing and retail conference and trade show. Hosted at the Metro Toronto Convention Centre on March 2 and 3, it brings agencies, brands, publishers and retailers together for two days of networking and education.

This year, Dx3 will define how Canadian businesses need to get more digital and why it's critical for them to act now. It will showcase some of the best companies and brands in the world -- including IDEO, WeWork, Best Buy and Waze -- to inform, inspire and ready Canadians for the challenges facing them in 2016 and beyond.

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