Neuro-Insight ditches media market for exclusive Seven deal

By David Blight | 17 October 2012
Image source: Wikimedia Commons.

Seven West Media has tied up an exclusive contract with market research firm Neuro-Insight, effectively wiping out the ability for competing media owners to access the company's brain-imaging technology.

Prior to the deal, Neuro-Insight has worked with some of Australia's leading media companies, including Ten, SBS, Nine and ACP.

The market research company's technology measures how the brand responds to communications, and provides advertisers with a new layer of metrics for effectiveness.

The deal will be open to Seven network and Seven west Media brands.

Seven Network director of sales Adam Elliott said: “This is an exciting deal for Seven with a company that is doing great things globally, in the US, UK and Germany.

“This deal will help us to provide deeper insights into our programs, which will in turn help our clients maximise their investment.”

Neuro-Insight director of sales and marketing Peter Pynta said: “Many of the functions of our brain take place at a sub-conscious level, particularly how we engage with media content and hwo we respond to advertising.

“These can be very powerful in shaping how we feel about products and brands, however, these responses cannot be picked up through conventional research.”

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