Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
Pedro Almeida and the team at Mediaprobe will examine the validity, reliability, and predictive power of using Galvanic Skin Response (GSR) as an effective way to measure attention and impression quality. As he describes “not all impressions are created equal” and “higher quality impressions should be worth more.”
Learn how…
GSR can discriminate moments of high impact, indicating a higher quality impression by showing second-by-second emotional impact viewers have towards the content
GSR as a method for measuring impression quality provides the ability to predictably discriminate platforms, and content types within the platform as well as to isolate creative and context
To use the emotional impact score (EIS) as a predictor of brand outcome or of the likelihood of remembering the brand.
Ultimately…
Eyes-on-screen is reliably sensitive to platform effects, but GSR is sensitive to both the effects of the platform and the content within TV and audio.
Webinar co-hosts Mediaprobe CRO Marco Pasqualina.
