AdAge recently reported on a Topgolf ad campaign that tested media buys supported by GlassView Origin, an AI-powered neuromarketing solution based on Cogwear’s technology. Topgolf saw a 13% uplift in brand favorability and a 193% lift in campaign engagement.
Cogwear was recently featured in the AdAge article “How Topgolf’s media buying strategy relied on emotional ad targeting”. The article described how Topgolf completed its first media campaign based on neuro-data from real customer experiences. By matching media placement with the emotional experience of customers, the campaign nearly doubled engagement and drove a 13% uplift in brand favorability.
The media buying strategy was managed in partnership with , a global IPG media agency, and , a leader in neuromarketing and creator of GlassView Origin.
To gather data at the outset of the project, players at a Topgolf venue in New Jersey wore comfortable headbands outfitted with Cogwear’s clinical-grade sensors. The headbands, which can gather high-fidelity brain data in virtually any setting, measured players’ cognitive and emotional responses to the Topgolf experience. Unlike eye tracking and other biodata, which can indicate attention but not affinity, Cogwear’s technology has 11 proprietary measures, including audience engagement, emotion, and memory. These data points were analyzed, revealing that Topgolf excites areas in the brain linked to collaborative play, joy, and relaxation.
Using this data, in March 2024, Mediahub and GlassView identified a range of media environments and formats across online video, CTV, and in-game display that generated similar emotions in viewers. For example, the companies increased ad placement in multiplayer games where players bond through collaborative play. Furthermore, to target audiences in heightened states of joy and relaxation, they increased media placement in online content related to entertainment and music news, food recipes, and sports news.
To read the AdAge article, click here.
