RMT Unveils Neuro-Motivation Targeting Platform

New York firm RMTLabs has launched Resonance OS, which it says is the first targeting platform to connect neuroscience-validated motivational profiles of viewers, content and creative with real-time programmatic activation across major media channels.

The firm says the new system is based on 'the underlying motivational drivers of human behavior, rather than attention, context, and proxy indicators that do not predict sales effects.' The platform syncs ads and content with audience motivation to achieve 'Resonance,' which the firm claims is a far better indicator of likelihood to buy. According to RMT, a study by the ARF's Cognition Council reported that its neuro-motivational targeting 'explains 59% of sales' while the same body's Attention Validation Study 'showed the same metric for attention is less than 1%.'

The software works by applying multi modal neural AI to generate three separate motivational profiles - for audiences, content, and creative. It then aligns these signals at the point of activation - across streaming, CTV, linear television, social platforms and LLM-driven environments - to produce a single resonance score predicting behavioral response. The system is built on a proprietary data set developed by RMT from more than 10,000 television programs and films indexed against 265 neuroscience validated value signals, and the company says it adds analysis of 'thousands of additional hours of new content' each month.

Bill Harvey (pictured), who is RMTLabs' Chairman, CEO and Chief Research Officer, comments: 'Every human action is fueled by deep-seated motivations, the why behind every buy. If an ad doesn't connect to what drives a person, not just emotionally but motivationally, the brain filters it out, even when attention is paid. 95% of decision-making is subconscious. Demographics, behavioral and existing contextual targeting barely scratch what moves people. Neuro-Contextual targeting simply infers the viewer's emotional state from the environment, making the viewer a statistical output of the content, not an independent variable. Even less effective is standard contextual targeting, which matches content topics, keywords and IAB categories. With neuro-motivational targeting, ad, content, and audience motivations are in sync, delivering Resonance and significant ROAS lift.'

Web site: http://rmtlabs.ai .