Prediction Error

Anything that doesn’t fit the brain simulation is called a „prediction error.” „That wasn’t here yesterday.” I mean, it’s not normal, according to the plans. That automatically starts that guidance network, Salience, that we were talking about. Anything that generates in our head an error in prediction, compared to our habit, automatically starts the respective network. From the basics, like I said, the ones about color, light, movement, glitter, to more complex stuff, like a billboard, „says Dr. Cirneci in this interview.

Speaking of attention, do you know how many days after the posting, a static, ordinary billboard enters the irrelevant landscape and is no longer noticed by those who pass by it every day? We tell you, after 3 days. That’s why, it is possible to pay for a classic billboard for a month and it will actually do its job for just a few days.

As expected, this never happens with a SCREENYO mobile billboard. Even those who meet a SCREENYO  on a daily basis cannot be in a 100% repeatable position towards it, more precisely towards the advertisement on the billboard.

As you might expect, mobility is not only an argument in favor of the memory of mobile advertising, but also for large potential audiences, because a SCREENYO mobile billboard will always come into contact with large masses of people, not dependent on traffic at an intersection or on a main thoroughfare, whether it’s a big boulevard or not.

Memorability

Have you ever wondered why a moving visual attracts much more attention than a static one?

Well, it looks like this is exactly how our brains are built. In other words, it is about the „attention machine” through which we simply live the experience of the street. Any moving piece that comes out of the ordinary street landscape is likely to attract our attention, even when it is on the periphery of our field of vision. Moreover, after observing it, we reflexively focus our visual field there, on that moving piece, at least until we understand what it is about.

Mobile billboards SCREENYO activate the Salience Network and generate a „takeover” of the brain.

On the street you can be distracted by very fast movements or objects that approach you quickly. Why? This is not necessarily related to our experience and education, it is a matter rather transmitted genetically, from one generation to another and very much preserved, at the level of species. All of these are located in the right hemisphere of the brain, which protects us from danger.

To a large extent, the two hemispheres have different roles in terms of orientation, towards what is around. The left one deals with the things that we like, and that are related to consumer behavior, to consume something, whether it’s food, sex or anything rewarding for us, or that is related to our habits. The right is especially concerned with avoiding dangerous or unexpected, ambiguous, unknown things.