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A new study done on behalf of Microsoft and Mediabrands Initiative has found a new way to measure the effectiveness of various advertising campaigns and allow for marketers to compare the direct impact of these campaigns across distinct media types. According to the MediaPost article, “Microsoft and Initiative Strive For Better Advertising Through Neuroscience” , EmSense, a neuroscience and marketing research company, exposed participants to various media and advertising campaigns from Hyundai and Kia Motors while wearing a special sensor-laden headset to measure brain activity, breathing rate, head motion, heart rate, blink rate, and skin temperature.

The research found the interactive components of Xbox LIVE engaged consumers more than did the :30 TV spot and :60 in-theater spots they were shown, and provoked an additional 238 seconds of engagement beyond the traditional video ad. Beyond this, the Xbox LIVE ads were delivering a higher level of cognitive and emotional responses, showing the emotional connection participants made with these brands.

Here is what trade marketing group manager for Microsoft advertising, Ginny Musante, had to say about the study and what it means:

“For years, marketers have been tracking what people say through survey data. They can measure what people do with behavioral metrics. This study adds what they think and feel with biosensory data. But what’s more important to the industry is the fact that we were able to combine all three in the same study using the same methodology, so we were able to compare impact across media.”

Insert from MediaPost