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

Nielsen's algorithm created a compressed spot

New Balance worked with VML on the creative campaign. New Balance

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.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.