OTOinsights

Bio-Measures Able to Predict with 77% Accuracy an Online Communities Rating of Viral Video Content

This afternoon, Jeremi Karnell, President and Co-Founder of One to One Interactive & Dr. Carl Marci, Chief Science Officer and Co-Founder of Innerscope Research will present the results of a preliminary research study both firms conducted with the hopes to identify if bio-measures can help predict the success of viral video content at the 2nd Annual Global Marketing Summit in Myrtle Beach, South Carolina.

One to One Interactive and Innerscope Research had 25 individuals observe 11 viral videos that were uploaded to NewGrounds.com.  Beyond having the distinction of being one of the original and largest flash portals on the web, Newground's  was also chosen due to it's user communities rating of each piece of content via a 1-10 scale.  Our hypothesis was that neurological measures of media engagement could accurately predict the ratings that the NewGrounds online community assigned to viral content.  Below is a chart that highlights the NewGround metrics associated with the 11 viral videos used in the study:

    

The research participants were all active NewGrounds.com community members who were between the ages of 25-34 years in age.  While observing the 11 viral videos, each participant wore Innerscope's state-of-the-art smart clothing which translated noninvasive measures of brain activity into an easy to interpret, time-locked index of emotional engagement.

The specific biological responses measured were:

• Skin Conductivity
• Heart Rate
• Respiration
• Motion
• Eye Tracking

The data that was captured was processed through an algorithm  that Innerscope Research developed to derive a single measure of media engagement.  This measure specifically calculates:

Synchrony = the degree to which an audience’s state uniformly changes when exposed to a media stimulus

+

Intensity = the cumulative strength of physiologic response to a media stimulus

(Journal of Advertising Research, 2006; 46: 381-387)

Below is a chart that highlights the Innerscope metrics associated with the 11 viral videos used in the study:

Once the above data was collected, One to One Interactive developed multiple regression models to determine if a video’s rank score on the NewGrounds website could be predicted from the results of the study.  Indeed, the results of the analysis revealed that the reviewer assigned score (1-10) on the New Grounds website could be predicted with an accuracy of 76.8%.  Chart provided below:

This is the first of multiple studies planned by One to One Interactive and Innerscope Research.  Additional research will focus on the following questions:

• Can neuromarketing techniques serve as valid indicators of viral distribution beyond ranking?
• Do neuromarketing techniques predict behaviors in other media platforms?
• Are neuromarketing techniques able to standardize measures of engagement across converging media channels?

Please send an email to info@onetooneinteractive.com with "Research" as the subject line to recieve a  PDF version of the presentation.

note: Special thanks goes Michale Lodge, One to One Interactive Business Analyst, for his assistance with this  project.

OTOinsights ranked in "Z List"

One to One Interative's blog, OTOinsights, has been listed in a meme making it's way around the blogsphere called the Z-List.  This list was inspired by Mack Collier. The point of the list is finding great blogs.  I orginially came across it via Seth Godin's blog.  I have included the entire link set below:

Creative Think
Soloride
Movie Marketing Madness
Blog Till You Drop!
Get Shouty!
One Reader at a Time
Critical Fluff
The New PR
Own Your Brand!
OTOInsights
bizandbuzz
Work, in Plain English
Buzz Canuck
New Millenium PR
Pardon My French
Troy Worman's Blog
The Instigator Blog
AENDirect
Diva Marketing
Marketing Hipster
The Marketing Minute
Funny Business
The Frager Factor
Mindblob
Open The Dialogue
Word Sell
Note to CMO:
That's Great Marketing!
Shotgun Marketing Blog
BrandSizzle
bizsolutionsplus
Customers Rock!
Being Peter Kim
Pow! Right Between The Eyes! Andy Nulman’s Blog About Surprise
Billions With Zero Knowledge
Working at Home on the Internet
MapleLeaf 2.0
darrenbarefoot.com
Two Hat Marketing
The Engaging Brand
The Branding Blog
CrapHammer
Drew's Marketing Minute
Golden Practices
Viaspire
Tell Ten Friends
Flooring the Consumer
Kinetic Ideas
Unconventional Thinking
Buzzoodle
Conversation Agent
The Copywriting Maven
Hee-Haw Marketing
Scott Burkett's Pothole on the Infobahn
Multi-Cult Classics
Logic + Emotion
Branding & Marketing
Popcorn n Roses
On Influence & Automation
Bullshitobserver
Servant of Chaos
converstations
eSoup
Presentation Zen
Dmitry Linkov
aialone
John Wagner
Nick Rice
CKs Blog
Design Sojourn
Frozen Puck
The Sartorialist
Small Surfaces
Africa Unchained
Perspective
gDiapers
Marketing Nirvana
Bob Sutton
¡Hola! Oi! Hi!
Shut Up and Drink the Kool-Aid!
Women, Art, Life: Weaving It All Together
Community Guy
Social Media on the fly
Jeremy Latham’s Blog
SMogger Social Media Blog
Masey.com

OTOnetworks Launches First Property

OTOnetworks launched Release 1 of its first site this week.  The site, www.studentfinancedomain.com, is the first of a series of properties OTOnetworks will be launching targeting the student market.

Release 1 is a basic version that will launch for each of our sites, demonstrating the organization and priorities of the site while beginning to build history with the search engines.  The copy on the pages can be a little unwieldy since we are touching on topics that will eventually be broken out into articles, tips and profiles/case studies, but the pages that exist now are the same pages that will eventually serve as the center for all of this additional content.

While the content team is working on the articles, podcasts, profiles, blogs, etc. which will supplement the existing pages, the build team is customizing our content management system to support the functionality of the site (opt-in, comment and forum support, most popular articles and areas, blog(s), etc.).

Student Finance Domain is designed to help students navigate the challenges of paying for ever rising education costs while also managing their finances for the first time.  To that end some of the top site sections include:
    Student Banking
Helping student choose the best bank and appropriate accounts for their needs.
    Credit Cards for Students
Introducing the importance of credit ratings and discussing the cards available to students.
    Financial Aid
How to go about finding the best kind of money for college, money that does not have to be paid back.
    Student Loans
The ability to understand and compare student loans, then select the best student loan for a student is important because these decisions will affect their finances for years to come and all student loans are not created equal.

We’ll keep you up to date on all of our releases via OTOInsights.  Right now it looks like the next release will be R1 of our study abroad site which is under-development now and scheduled for March.