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Disney Invests In Mind-Reading Technology For Advertisers
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The Walt Disney Co. is investing money in new technology that gets inside people’s heads, in order to better understand (and control) what a user looks at online.
Disney’s accelerator and Javelin Venture Partners and MESA Venture have invested £3 million in startup FEM Inc.
The team, comprising of ex Google employees and a Caltech neuro-economist have developed the Prizma video platform utilising cutting edge brain science concepts to deliver videos to viewers that they really want to watch.
Cnet.com reports:
The company says 30 percent of those watching a video on its Prizma platform return within a week to watch more videos.
And that’s just Disney’s latest move to fund a neuro-tech company. In July, as covered by CNET, the company’s accelerator gave $120,000 to FEM and another $120,000 to Emotiv, a brain science startup that says it can “track mental performance, monitor emotions and control virtual objects with thoughts.”
But Disney’s recent investments are part of a broader trend. In an era of digital distractions, media and advertising companies are exploring brain science as a tool to fix people’s eyeballs on their content — and ads.
Take Nielsen, which has been aggressively exploring brain science since 2011. Market research firm SharpBrains reckons Nielsen holds the most valuable collection of patents for types of brain-reading tech. In May 2014, for example, Nielsen bought neuroscience research firm Innerscope Research, which claims its technology “measures and analyzes moment-by-moment conscious and non-conscious responses to media and packaging, providing marketers with critical insight into consumers’ decision making.”
Source: http://truthisscary.com/2015/08/disney-invests-in-mind-reading-technology-for-advertisers/
