Millennial Brain Responds Differently to Digital Media
Nielsen NeuroFocus, the Nielsen subsidiary that combines EEG readings of brain activity with insights from other branches of the audience measurement giant, said yesterday that it had identified important differences in this cohort's engagement and retention of marketing messages, compared to older consumers.
Nielsen NeuroFocus tested the response to online advertising with electroencephalography, or EEG, which measures fluctuations in the electrical current in the brain. When the company put these younger consumers into its EEG monitors, it found that Millennials responded more strongly to dynamic ads than to static ads, compared with the Baby Boomer age group.
"Millennials can engage better with more information, movement, chaos or clutter," said Caroline Winnett, CMO of Nielsen NeuroFocus. "It's very well understood that Millennials are much more digitally connected than other age groups. We're all exploring, what is the impact of growing up with screens on the brain?"