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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