New Balance Used Neuroscience to Track Consumer Attention and Trim Its NYC Marathon Ad

Nielsen's algorithm created a compressed spot

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

New Balance took a new approach to its New York City Marathon campaign earlier this month, using a compression algorithm from Nielsen Consumer Neuroscience to inform how it edited its 30-second spot into a shorter ad. The company, which served as the official footwear and apparel sponsor for the New York Road Runners for the second year in a row, employed the approach to ensure its 15-second spot was as effective as possible.

By using Nielsen’s tools to examine consumers’ brain-wave data, the company found the most effective parts of the ad and trimmed it down to “cut through the noise,” explained Allie Tsavdarides, director of global consumer marketing for New Balance. 

“The algorithm determines the peaks or highest moments of engagement for the ad,” said Carl Marci, chief neuroscientist for Nielsen Consumer Neuroscience.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in