PAYPAL
◦ PayPal Holdings, Inc. is an American company operating a worldwide online payments system
that supports online money transfers and serves as an electronic alternative to traditional paper
methods like checks and money orders. The company operates as a payment processor.
◦ PayPal used neuromarketing to craft a new advertising campaign that emphasized its
convenience and speed as opposed to security and safety after learning that ads that highlight the
former drew higher responses from consumers.
◦ PayPal is using
EEG, or electroencephalography, to understand how consumers respond visually to their brand, is m
oney transfer site, PayPal
. PayPal has spent a lot of time researching how best to position their product online, and in
particular what will make their consumers’ experience with them easy. Users of their services online
will be familiar with their quick, convenient money transfer system and the reason behind this slick
service is PayPal have discovered e-shoppers expect an almost-instant payment service that is
convenient to use. Whilst PayPal thought their ‘high security’ approach was appealing to online
customers, it turned out their one-click payment model was the real attraction.
◦ A company that serves as a conduit for billions of dollars, PayPal, also prefers the color blue.
Chances are, this helps to improve their trustworthiness.
YAHOO
◦ A slightly more surprising use of neuromarketing in modern marketing is that of
Yahoo and their use of EEG to encourage more people in the US to use their search engine instead of
their competitors’. Yahoo created a 60 second TV commercial that featured people around the world
celebrating an ambiguous occasion, dancing and generally looking very happy. They played it to a
selection of people who agreed to wear EEG caps so their brainwave activity could be measured. The
study proved Yahoo’s theory of evoking positive emotions and even stimulating the memory part of
the brain, indicating to their researchers that the ad would be highly memorable to anyone who then
watched the advert, therefore making Yahoo top of mind, encouraging people to use their search
engine next time they were browsing online. And it worked! The advert became their best
performing piece of marketing to date.
◦ Yahoo recognized they had a huge obstacle to overcome when it came to being top of mind
compared to other search engine giants, so they decided to create something that would make them
hard to forget – and using neuromarketing science, it worked! The key to success for this campaign
was to make the viewer feel positively towards it, prompting them to think of Yahoo in a positive
light, as well as making them a more memorable brand.
◦ In color psychology, purple is a royal color. The color meaning for purple is connected to power,
nobility, luxury, wisdom, and spirituality. But avoid using the color too much as it can cause feelings
of frustration. Some perceive its overuse as arrogant. You can add hints of purple to your website’s
design such as on your free shipping bar, your logo, and as an accent color in your graphics.Purple is
a color brands like Hallmark and Yahoo use. When browsing both websites, you’ll notice that purple
is an accent color. On Hallmark, the logo and the top navigation are purple but the rest of the
website uses a variety of other colors. On Yahoo, the logo, top navigation words, and Yahoo icons like
Mail use the color purple.
THE WEATHER CHANNEL
◦ The Weather Channel (TWC) is an American pay television channel owned by the Weather Group,
LLC, a subsidiary of Entertainment Studios.
◦ The Weather Channel used eye tracking, EEG, and skin response techniques to measure viewer
reactions to three promotions they were testing for a popular series.
◦ The Weather Channel used EEG, skin response and eye-tracking analys is results in an integrated
manner to measure different promotional advertisements for a television show ontheir network. Their
aim was todetermine which of their testadvertisements were most effective andwhy, to produce a final
version of theadvertisement. Attention, emotionalengagement and memory retentionwere biometrically
measured and scoredfor each advertisement. The endrecommendation was highly regarded asthe
research provided clear, intuitive,quantitative and objective metrics topinpoint advertisement
effectiveness
◦ This source for all things meteorological was able to successfully gauge the emotional reactions that
viewers had while watching promotional videos by measuring skin responses, monitoring eye tracking,
and utilizing EEG technology.
