One to One Interactive and Innerscope Research Release Preliminary Biomeasures Study Results

BOSTON, Feb. 28 /PRNewswire/ -- One to One Interactive, a leading digital marketing services firm, and Innerscope Research, a next-generation media research firm, have jointly released findings from a preliminary research study that the firms recently presented at the 2nd Annual Global Marketing Summit in Myrtle Beach, SC. The neuromarketing study set out to test whether biomeasures can be used to predict the success of viral video content. Initial results indicate up to 77% accuracy in predicting behaviors of users of the website.

This first of a kind neuromarketing study was conducted online utilizing the popular Flash portal website NewGrounds.com. Twenty-five research participants, ranging in age from 19-29, were recruited from NewGrounds' current user community in the Boston area. The research respondents were asked to observe eleven viral videos, which were pre-rated by the site's community members on a scale of 1 to 10, to test the hypothesis that neuroscience informed measures of media engagement could accurately predict the ratings that the NewGrounds online community pre-assigned to the viral content.

In order to test the level of emotional engagement of each respondent, each was outfitted with a state-of-the-art garment with embedded biometric sensors that Innerscope uses to non-invasively measure physiologic manifestations of brain activity. While wearing this garment, the respondents observed the eleven viral videos and their biological responses, including skin conductivity, heart rate, respiration, motion and eye tracking, were captured.

"Once the data was collected we processed it through an algorithm developed for the purpose of deriving a single measure of emotional engagement," said Dr. Carl Marci, Chief Science Officer and co-founder of Innerscope Research. "Specifically the algorithm determines synchrony, or the degree to which an audience's state uniformly changes when exposed to a media stimulus, and intensity, the cumulative strength of physiologic response to the media stimulus."

The data collected was then fed into multiple regression models to determine if each video's rank score on NewGrounds.com was in line with the resulting data. The analysis revealed that the scores could be predicted with an accuracy of 76.8%.

"The implications of this study are very exciting for One to One Interactive and for the marketing community at large," said Jeremi Karnell, President and co-founder of One to One Interactive. "Until now the success of viral web content was largely unpredictable. This research suggests that in the near future we'll be able to more accurately predict the success of content before we release it to consumers on the web."

The co-presented neuromarketing study is the first in a series of studies the two firms are currently planning. Additional testing will seek to find evidence that neuromarketing techniques can predict other consumer behaviors across a multitude of media channels and platforms.

This press release is available for comment on the One to One Interactive blog: http://www.otoinsights.com/2007/02/biomeasures_abl.html

About One to One Interactive

One to One Interactive is a leading innovative marketing services, technology, and media company that aims to deepen the connection between brands and their customers by deploying state-of-the-art and cutting-edge digital marketing techniques. The One to One Interactive holding company includes OTOi which focuses on digital marketing, creative and technology professional services; OTOlabs whose ThinkDesktop technology platform is an integrated turnkey branded desktop application (BDA) development and hosted services environment that enables the rapid and cost-effective deployment of custom desktop applications; and OTOnetworks focusing on the creation and distribution of niche digital media channels to provide marketers performance based customer lead and acquisition opportunities. For additional information, please visit the One to One Interactive website at http://www.onetooneinteractive.com/ or the One to One Interactive blog at http://www.otoinsights.com/.

About Innerscope Research

Innerscope Research is a next generation media research firm revolutionizing the audience measurement industry using state-of-the-art technology to translate non-invasive measures of brain activity into an easy to interpret index of emotional engagement. Innerscope is among the first to integrate recent advances in neuroscience, biometric sensing and signal processing along with its proprietary and patent pending algorithms to provide scalable neuromarketing research.

The Innerscope Biomeasures Monitoring System employs a suite of state-of- the-art, unobtrusive, wearable, biometric sensors to non-invasively measure physiologic manifestations of brain activity. The ISR Biomeasures Monitoring System(C) pinpoints the focus of engagement using non-invasive eye-tracking techniques in combination with biometric signals and then combines both data sets to create a moment-by-moment map of consumers' emotional responses or ISR Engagement Maps. This unbiased measure of emotional engagement opens a unique window into consumers' true emotional responses, enabling ISR clients to make better creative and more cost-effective marketing decisions.

http://www.innerscoperesearch.com/ Contact: Jeremi Karnell One to One Interactive 617.425.7369 jkarnell@onetooneinteractive.com Contact: Mitchel Ahern One to One Interactive 617.425.7362 mahern@otolabs.com