Media is the most important part of the society and the role of media has increased even more in this complex world. But, there are many media companies in the world. How to judge that which is better than the other?
Well, the media that affect the large part of the target population is considered to be more effective. The media could be anything be it an advertisement, newspaper, magazine or anything.
There are many companies in the world that spend million in advertisement just to make sure that they could attract the large part of the target population toward their product. In this case, the choice of right media becomes very crucial. If one does not choose the right media, then the outcome that one was expecting would be good.
Why this technology?
The need for this technology comes from the fact that it has become more important for the companies to choose the right media for them. Suppose that you are the owner of a shoe manufacturing company and your company is about the realize the new product.
Now, as the owner of the company, you would want that the sales should be large. Now, for the large sale of your shoe, the people should be aware of the fact that why your shoe is better. This is where you would take the help of media to advertise your product.
Now, if you do not choose the right media then the sales would not be up to the mark as people would be unaware of the fact that why your product is better.
The key to creating a high performing media instance is to ensure that every event in the media reflects the desired responses from the target population.
The response of a particular user depends on his or her Physiological data. Physiological data includes the heart rate, brain waves, electroencephalogram (EEG) signals, blink rate, breathing rate, muscle movement and any other response that is correlated with changes in the emotion of the viewer.
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These physiological data could be measured by the physiological sensors which could be electroencephalogram, electrocardiogram, an accelerometer, a blood oxygen sensor or may more. It is well-established fact that physiological data of a viewer is correlated with the viewer’s change in emotions. This could be the perfect way to measure the effect of any media on the viewer.
How does this technology work?
This technology enables the remote and interactive access and analysis of the target population about the specific media instance. The reactions could include many things like the survey results or the statistics for indicators of success and failure from the viewers.
All these vital reactions are stored in a database in some remote location. Now, this technology enables the user is able to access these stored data about the specific media instance remotely. There is the advantage of this technology as instead of being presented with statistical data of the viewers’ reactions to the media instance, the user would be able to access these data interactively.
This method enables the naïve user to access these complex viewer’s responses easily. One does not have to be an expert in the field to analyze the response data.
It is good to have the having multiple reactions from the viewers (physiological responses, survey results, events that are tagged with metadata, etc.) available in one place. These data should be accessed by the user remotely so that the user could view the reactions to hundreds of media instances in one go by just navigating through them.
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This would provide the user with more information than the sum of each of the reactions to the media instance. When collective result will be available to the user, the accuracy will also increase. This will make the user believe in the fact.
The next thing for The Nielsen Company will be to use this technology in the real life scenario. There will be many challenges like the security issue. If all the data is stored at one location then if some unauthorized user will get the access to that data, he or she might corrupt the whole data.
This could damage the entire viewer’s response. Also, if it will be implemented in the real then only one would get an idea about, how much people believe in this. Now we would have to wait and see how The Nielsen Company goes with this one.
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