Real-time Television ROI Tracking using Mirrored Experimental Designs

Abstract. Real-time conversion tracking is the holy grail of TV advertisers. We show how to use thousands of tiny areas available via commercial cable and satellite systems to create low cost tracking cells. These areas are created as "mirrors" of a national campaign, and run in parallel with it. With properly controlled areas, it is possible to calculate national effects due to TV using statistical methods. We show performance of the method on a large-scale TV advertising campaign where it was used successfully to maintain a real-time CPA target of $60 for 179 days 1

Cognitive mechanisms for responding to mimicry from others

Compared to our understanding of neurocognitive processes involved producing mimicry, the downstream consequences of being mimicked are less clear. A wide variety of positive consequences of mimicry, such as liking and helping, have been reported in behavioural research. However, an in-depth review suggests the link from mimicry to liking and other positive outcomes may be fragile. Positive responses to mimicry can break down due to individual factors and social situations where mimicry may be unexpected. It remains unclear how the complex behavioural effects of mimicry relate to neural systems which respond to being mimicked. Mimicry activates regions associated with mirror properties, self-other processing and reward. In this review, we outline three potential models linking these regions with cognitive consequences of being mimicked. The models suggest that positive downstream consequences of mimicry may depend upon self-other overlap, detection of contingency or low prediction error. Finally, we highlight limitations with traditional research designs and suggest alternative methods for achieving highly ecological validity and experimental control. We also highlight unanswered questions which may guide future research

PRODUCT DISPLAY VERSUS GRAPHICAL REPRESENTATION ON PACKAGING

ABSTRACT Previous research conducted (Hurley, et al., 2012) concerning physical and graphical product visibility from the primary display panel (PDP) is limited to one product category. This research expands previous peer-reviewed research, which indicates that there is a significant difference between consumer preferences of graphical display vs. physical product display on packaging. The shelf presence of packages showing actual product visibility versus packages showing only a graphical representation of the product was evaluated. Both shopping results and quantitative data using eye-tracking technology were collected and cross-referenced with a qualitative, post-experiment survey. Specifically, variables of packaging within pasta, snacks, prepared frozen meals and refrigerated meats were analyzed in this research. The experimental design took the form of a 4 (products) x 4 (package styles) study. A total of 130 participants contributed to the study by shopping in a staged retail environment and then filling out a survey. There were three main goals for this study: determine if participants were more visually attentive to graphical representations of products or actual products being shown, determine if participants were more/less visually attentive to packages showing a higher/lower percentage of actual products, and lastly determine which packaging styles consumers preferred given the opportunity to choose between the styles. Analysis of participant shopping selections revealed that packages displaying actual product through windows were selected significantly more than packages displaying only a graphical representation of the product. No significant purchase differences were seen between higher/lower percentages of actual products being displayed. Eye-tracking data analysis generally showed no significant differences for window type or presence

New Media, New Influencers and Implications for Public Relations

Marketers and public relations professionals today are confronted with an astounding array of new communications channels. Internet-based social media tools like blogs, podcasts, online video and social networks are giving voice to the opinions of millions of consumers. While mainstream media continues to play a vital role in the dissemination of information, even these traditional channels are increasingly being influenced by online conversations. The "new influencers" are beginning to tear at the fabric of marketing as it has existed for 100 years, giving rise to a new style of marketing that is characterized by conversation and community. Marketers are responding to these forces with a mixture of excitement, fear and fascination. They're alarmed at the prospect of ceding control of their messages to a community of unknowns. Yet at the same time they're excited about the prospect of leveraging theese same tools to speak directly to their constituents without the involvement of media intermediaries.The Society for New Communications Research set out to conduct an examination of how influence patterns are changing and how communications professionals are addressing those changes by adopting social media. The goals were to discover how organizations:Define new influencers;Communicate and create relationships with them;Use social media to create influence; andMeasure the effects of these efforts.Another goal of the study was to use these discoveries to offer a set of recommendations to professional communicators

Selling The American People: Data, Technology, And The Calculated Transformation Of Advertising

This dissertation tells the history of a future imagined by advertisers as they interpreted and constructed the affordances of digital information technologies. It looks at how related efforts to predict and influence consumer habits and to package and sell audience attention helped orchestrate the marriage of behavioral science and big-data analytics that defines digital marketing today. My research shows how advertising and commercial media industries rebuilt their information infrastructures around electronic data processing, networked computing, and elaborate forms of quantitative analysis, beginning in the 1950s. Advertisers, agencies, and media companies accommodated their activities to increasingly calculated ways of thinking about consumers and audiences, and to more statistical and computational forms of judgement. Responding to existing priorities and challenges, and to perceived opportunities to move closer to underlying ambitions, a variety of actors envisioned the future of marketing and media through a set of possibilities that became central to the commercialization of digital communications. People involved in the television business today use the term “advanced advertising” to describe a set of abilities at the heart of internet and mobile marketing: programmability (automation), addressability (personalization), shoppability (interactive commerce), and accountability (measurement and analytics). In contrast to the perception that these are unique elements of a “new” digital media environment that emerged in the mid-1990s, I find that these themes appear conspicuously in designs for using and shaping information technologies over the course of the past six decades. I use these potential abilities as entry points for analyzing a broader shift in advertising and commercial media that began well before the popular arrival of the internet. Across the second half of the twentieth century, the advertising industry, a major cultural and economic institution, was reconstructed around the goal of expanding its abilities to account for and calculate more of social and personal life. This transformation sits at an intersection where the processing of data, the processing of commerce, and the processing of culture collide

Internal strain analysis of ceramics using scanning laser acoustic microscopy

Quantitative studies of material behavior characteristics are essential for predicting the functionality of a material under its operating conditions. A nonintrusive methodology for measuring the in situ strain of small dimeter (to 11 microns) ceramic fibers under uniaxial tensile loading and the local internal strains of ceramics and ceramic composites under flexural loading is introduced. The strain measurements and experimentally observed mechanical behavior are analyzed in terms of the microstructural development and fracture behavior of each test specimen evaluated. Measurement and analysis of Nicalon silicon carbide (SiC) fiber (15 microns diameter) indicate that the mean elastic modulus of the individual fiber is 185.3 GPa. Deviations observed in the experimentally determined elastic modulus values between specimens were attributed to microstructural variations which occur during processing. Corresponding variations in the fracture surface morphology were also observed. The observed local mechanical behavior of a lithium alumino-silicate (LAS) glass ceramic, a LAS/SiC monofilament composite, and a calcium alumino-silicate (CAS)/SiC fully reinforced composite exhibits nonlinearities and apparent hysteresis due to the subcritical mechanical loading. Local hysteresis in the LAS matrices coincided with the occurrence of multiple fracture initiation sites, localized microcracking, and secondary cracking. The observed microcracking phenomenon was attributed to stress relaxation of residual stresses developed during processing, and local interaction of the crack front with the microstructure. The relaxation strain and stress predicted on apparent mechanical hysteresis effects were defined and correlated with the magnitude of the measured fracture stress for each specimen studied. This quantitative correlation indicated a repeatable measure of the stress at which matrix microcracking occurred for stress relief of each material system. Stress relaxation occurred prior to the onset of steady state cracking conditions. The relaxation stress occurred at 18.5 percent of the fracture stress in LAS and 11.0 percent of the yield stress in CAS/SiC. The relaxation stress ratio was dependent upon the dominant fracture mode of the LAS/SiC specimens. Relaxation stress ratios greater than 0.30 were observed for specimens which fractured due to shear at the fiber matrix interface; specimens which fracture due to tensile cracking had relaxation stress ratios less than 0.30. The stress relaxation ratio appeared to be a specific characteristic of the glass ceramic material. The measured stress relaxation for LAS indicated a measure of the inherent residual stresses in the material due to processing and suggested localized toughening mechanisms for brittle material structures

Seeing the Big Picture: System Architecture Trends in Endoscopy and LED-Based hyperspectral Subsystem Intergration

Early-stage colorectal lesions remain difficult to detect. Early development of neoplasia tends to be small (less than 10 mm) and flat and difficult to distinguish from surrounding mucosa. Additionally, optical diagnosis of neoplasia as benign or malignant is problematic. Low rates of detection of these lesions allow for continued growth in the colorectum and increased risk of cancer formation. Therefore, it is crucial to detect neoplasia and other non-neoplastic lesions to determine risk and guide future treatment. Technology for detection needs to enhance contrast of subtle tissue differences in the colorectum and track multiple biomarkers simultaneously. This work implements one such technology with the potential to achieve the desired multi-contrast outcome for endoscopic screenings: hyperspectral imaging. Traditional endoscopic imaging uses a white light source and a RGB detector to visualize the colorectum using reflected light. Hyperspectral imaging (HSI) acquires an image over a range of individual wavelength bands to create an image hypercube with a wavelength dimension much deeper and more sensitive than that of an RGB image. A hypercube can consist of reflectance or fluorescence (or both) spectra depending on the filtering optics involved. Prior studies using HSI in endoscopy have normally involved ex vivo tissues or xiv optics that created a trade-off between spatial resolution, spectral discrimination and temporal sampling. This dissertation describes the systems design of an alternative HSI endoscopic imaging technology that can provide high spatial resolution, high spectral distinction and video-rate acquisition in vivo. The hyperspectral endoscopic system consists of a novel spectral illumination source for image acquisition dependent on the fluorescence excitation (instead of emission). Therefore, this work represents a novel contribution to the field of endoscopy in combining excitation-scanning hyperspectral imaging and endoscopy. This dissertation describes: 1) systems architecture of the endoscopic system in review of previous iterations and theoretical next-generation options, 2) feasibility testing of a LED-based hyperspectral endoscope system and 3) another LED-based spectral illuminator on a microscope platform to test multi-spectral contrast imaging. The results of the architecture point towards an endoscopic system with more complex imaging and increased computational capabilities. The hyperspectral endoscope platform proved feasibility of a LED-based spectral light source with a multi-furcated solid light guide. Another LED-based design was tested successfully on a microscope platform with a dual mirror array similar to telescope designs. Both feasibility tests emphasized optimization of coupling optics and combining multiple diffuse light sources to a common output. These results should lead to enhanced imagery for endoscopic tissue discrimination and future optical diagnosis for routine colonoscopy

An Investigation of Reading Development Through Sensitivity to Sublexical Units

The present dissertation provides a novel perspective to the study of reading, focusing on sensitivity to sublexical units across reading development. Work towards this thesis has been conducted at SISSA and Macquarie University. The first study is an eye tracking experiment on natural reading, with 140 developing readers and 33 adult participants, who silently read multiline passages from story books in Italian. A developmental database of eye tracking during natural reading was created, filling a gap in the literature. We replicated well-documented developmental trends of reading behavior (e.g., reading rate and skipping rate increasing with age) and effects of word length and frequency on eye tracking measures. The second study, in collaboration with Dr Jon Carr, is a methodological paper presenting algorithms for accuracy enhancement of eye tracking recordings in multiline reading. Using the above-mentioned dataset and computational simulations, we assessed the performance of several algorithms (including two novel methods that we proposed) on the correction of vertical drift, the progressive displacement of fixation registrations on the vertical axis over time. We provided guidance for eye tracking researchers in the application of these methods, and one of the novel algorithms (based on Dynamic Time Warping) proved particularly promising in realigning fixations, especially in child recordings. This manuscript has recently been accepted for publication in Behavior Research Methods. In the third study, I examined sensitivity to statistical regularities in letter co-occurrence throughout reading development, by analysing the effects of n-gram frequency metrics on eye-tracking measures. To this end, the EyeReadIt eye-tracking corpus (presented in the first study) was used. Our results suggest that n-gram frequency effects (in particular related to maximum/average frequency metrics) are present even in developing readers, suggesting that sensitivity to sublexical orthographic regularities in reading is present as soon as the developing reading system can pick it up \u2013 in the case of this study, as early as in third grade. The results bear relevant implications for extant theories of learning to read, which largely overlook the contribution of statistical learning to reading acquisition. The fourth study is a magnetoencephalography experiment conducted at Macquarie University, in collaboration with Dr Lisi Beyersmann, Prof Paul Sowman, and Prof Anne Castles, on 28 adults and 17 children (5th and 6th grade). We investigated selective neural responses to morphemes at different stages of reading development, using Fast Periodic Visual Stimulation (FPVS) combined with an oddball design. Participants were presented with rapid sequences (6 Hz) of pseudoword combinations of stem/nonstem and suffix/nonsuffix components. Interleaved in this stream, oddball stimuli appeared periodically every 5 items (1.2 Hz) and were specifically designed to examine stem or suffix detection (e.g., stem+suffix oddballs, such as softity, were embedded in a sequence of nonstem+suffix base items, such as terpity). We predicted that neural responses at the oddball stimulation frequency (1.2 Hz) would reflect the detection of morphemes in the oddball stimuli. Sensor-level analysis revealed a selective response in a left occipito-temporal region of interest when the oddball stimuli were fully decomposable pseudowords. This response emerged for adults and children alike, showing that automatic morpheme identification occurs at relatively early stages of reading development, in line with major accounts of morphological decomposition. Critically, these findings also suggest that morpheme identification is modulated by the context in which the morphemes appear

Upper and lower visual field differences : an investigation of the gaze cascade effect

The purpose of the current thesis was to investigate the role of gaze direction, when making preference decisions. Previous research has reported a progressive gaze bias towards the preferred stimuli as participants near a decision, termed the gaze cascade effect (Shimojo, Simion, Shimojo & Scheir, 2003). The gaze cascade effect is strongest during the final 1500 msec prior to decision (Shimojo et al.). Previous eye-tracking research has displayed natural viewing biases towards the upper visual field. However, previous investigations have not investigated the impact of image placement on the gaze cascade effect. Study 1 investigated the impact of presenting stimuli vertically on the gaze cascade effect. Results indicated that natural scanning biases towards the upper visual field impacted the gaze cascade effect. The gaze cascade effect was reliably seen only when the preferred image was presented in the upper visual field. Using vertically paired stimuli study 2 investigated the impact of choice difficulty on the gaze cascade effect. Similar to study 1 the gaze cascade effect was only reliably seen when the preferred image was presented in the upper visual field. Additionally choice difficulty impacted the gaze cascade effect where easy decisions displayed a larger gaze cascade effect than hard decisions. Study 3 investigated if the gaze cascade effect is unique to preference decisions or present during all visual decisions. Judgments of concavity using perceptually ambiguous spheres were used and no gaze cascade effect was observed. Study 3 indicated that the gaze cascade effect is unique to preference decisions. Results of the current experiments indicate the gaze cascade effect is qualified by the spatial layout of the stimuli and choice difficulty. Results of the current experiments are consistent with previous eye-tracking research demonstrating biases towards the upper visual field and offering support for Previc’s theory on how we interact in visual space