How Facebook and Campbell Soup Are Trying to Read Your Mind - Bloomberg Business

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"Facebook Inc. this spring commissioned a San Francisco company called SalesBrain to gauge how consumers responded to ads viewed on a smartphone versus a TV screen. Neural researchers used various sensors to measure perspiration, heart rate, eye movement, and brain activity of the 70 participants. Their conclusion: People get more out of information on a mobile phone than a TV, and watching television forces the brain to work harder to combat distractions.
“Our physical closeness to the mobile screen has shifted our perception of the size of the device,” says Helen Crossley, the head of audience insights for Facebook IQ, the company’s internal market research unit. “It is drawing us in to be more attentive and feel more positive about the content.”"

How Facebook and Campbell Soup Are Trying to Read Your Mind - Bloomberg Business