NeuroFocus Defines New 'Social Operating System' as Critical Component of 21st Century Marketing

'Context is King' According to World's Leading Neuromarketing Company, Announcing Surprising Results of Unique Study of VISA's Winter Olympics Campaign

BERKELEY, California, April 6, 2010 - Are four hundred million Facebook members creating new metrics for
marketing to mass audiences? A new study from NeuroFocus, the world's leading
neuromarketing company, strongly indicates they and other social media
subscribers are.

The results document that what the company defines as the global "Social
Operating System" is key to successful marketing today, and will be even more
so in the future.

"Until now, the focus has been on hardware (three screens) and media
distribution channels, but that perspective misses the larger phenomenon that
is altering marketing on a worldwide and permanent basis," said Dr. A. K.
Pradeep, Chief Executive Officer of NeuroFocus. "Companies would be wise to
stop dwelling on these silos and shift their attention to this new 'Social
Operating System.' It is remaking marketing, and through brainwave
measurements and analysis we are quantifying the effects on consumers'
subconscious responses across multiple platforms. The medium is no longer the
message; instead, it's context that influences how consumers conceive of your
brand."

In the first study of its kind, NeuroFocus applied its full-brain
measurement technology to discover how consumers responded to "Trip For
Life," a TV commercial featured in "Go World," VISA's multimedia campaign
centered around the 2010 Winter Olympics. NeuroFocus measured viewers'
subconscious responses to that advertisement by placing it on the special
website and Facebook pages created to be VISA's Internet marketing platforms
for the Vancouver event, as well as testing the commercial as shown on
television during the Games. The study was conducted solely for NeuroFocus'
own research; neither VISA nor any of its vendors or other entities
commissioned the report.

The brainwave-based research revealed the power of social media as a
marketing communications platform. Topline findings are:

    - Highest overall effectiveness for the ad, especially with women:
      Facebook
    - Purchase intent generated by the ad: highest on both Facebook and TV
    - Messaging carried by the ad strongest on: Internet platform, with
      Facebook stronger than website
    - Highest attention-getter: Internet
    - VISA brand perception lifted most strongly: TV

"This marks the first time that a major consumer marketing campaign has
been neurologically measured for its effectiveness across the most important
communications platforms of our age," Dr. Pradeep said. "The findings reflect
how pervasive and powerful social media are today. But they can't be defined
by delivery systems any longer-Facebook is now available on your
high-definition big-screen TV as well as your iPhone, your laptop, your
desktop, and now your iPad. There are powerful strategic implications of this
global 'Social Operating System' for companies looking to optimize their
marketing communications investments. Up until now, they haven't known with
scientific certainty the role that social media especially plays in that
marketing mix. Full-brain, EEG-based testing is the most accurate and
reliable means to get at that critical information, which is why our clients
rely on it for decision-making."

About NeuroFocus

NeuroFocus (neurofocus.com) brings advanced neuroscience knowledge
and expertise to the worlds of branding, product development and packaging,
advertising, in-store marketing, and entertainment. NeuroFocus clients
include Fortune 100 companies across dozens of categories, including
automotive, consumer packaged goods, food and beverage, financial services,
Internet, pharmaceutical, retail, and many more sectors. Entertainment
category clients include major companies in the broadcast and cable
television and motion picture industries.

The company leverages Nobel Prize caliber and Doctorate-level credentials
in neuroscience and marketing from the University of California at Berkeley,
MIT, Harvard, Oxford, Columbia University, and other leading institutions,
combined with executive business management and consulting experience. The
Nielsen Company is a strategic investor in NeuroFocus.

Tom Robbins of NeuroFocus, +1-510-526-9882, or mobile, +1-510-367-1920, tom.robbins at neurofocus.com, or Melinda Chan Butts, +44(0)7949010777 (UK), or +39-3489980957 (ITALY), melinda at i-linkpr.com, or Daniel de Filippis, +44(0)7766866483 (UK), or +39-3337059563 (ITALY), daniel at i-linkpr.com, both for NeuroFocus Europe