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“As the Indian advertising landscape becomes increasingly competitive, neuromarketing tools play a vital role in helping brands create more emotionally resonant campaigns.

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“Traditional metrics like impressions and CTRs are still important, but they don’t tell the whole story.

Neuromarketing can reveal deeper emotional responses that traditional methods might miss.

For example, an ad might have a high CTR, but neuromarketing could show that it’s creating negative emotions.

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CTRs, for instance, reveal intent but fail to explain the emotional resonance of an ad.

Neuromarketing tools such as eye tracking, facial coding, and functional magnetic resonance imaging (fMRI) attempt to address this gap by measuring subconscious reactions.

Experts opine that neuromarketing provides actionable insights before campaigns go live.

“Traditional metrics fail to capture the emotional impact on consumers.

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For instance, Cheetos once tested an ad using EEG and focus groups.

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Educating marketers and showcasing measurable ROI through such examples can drive broader adoption,” Rajiv Lamba, founder, CEO, of NeuroSensum, said.For example, eye-tracking technology reveals which elements of a webpage or advertisement draw the most attention, while EEG measures moments of cognitive engagement.

Furthermore, ads with strong emotional resonance drove a 23% increase in sales compared to informational ads, a report by Nielsen stated.India’s advertisingindustrypresently holds a market size of $14.2 billion approximately, according to Dentsu’s report.WithArtificial Intelligencecreeping into every fold of the digital universe, neuromarketing isn’t left behind.

“Research shows that 85% of consumer decisions are made subconsciously, making it critical to understand these hidden triggers.

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For instance, Spotify’s Discover Weekly playlist is an example of AI-driven personalisation.

Imagine a similar approach for display ads that adjust based on real-time emotional feedback.”These AI tools are like having a digital Sherlock Holmes, decoding your emotions in real-time by analysing your facial expressions, how you look at things, and even the tone of your voice,” Pradeep Singh, COO, Brand Street Integrated, said.

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