The lab aims to enable Dentsu to optimize campaigns and clients' performances using neuroscience methods. Dentsu Benelux is entering a long-term partnership with neuroscience agency Braingineers and opening the doors to its own 'Attention Lab'.
By utilizing Braingineers' technology, Dentsu claims to be able to optimize clients' digital performances in e-commerce and campaigns using the latest neuroscience methods. While media and advertising follow an 'always-on' strategy and sales move towards an omnichannel approach, the two still do not align seamlessly regarding customer experience and measuring real attention and emotional impact, according to Dentsu. The media company has been working based on the concept of Attention Economy theory for some time. The new Attention Lab represents the next step in bringing this concept to life.