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SXSW 2019

Advertising Detox: How to Reduce Cognitive Load

Is there an attentional cost of a Facebook notification? How does the presence of your smartphone reduce your available cognitive capacity? What is advertising and other content really doing to our brains and should we be worried?
In a live on-stage experiment, HeyHuman will demonstrate the cognitive effects of different forms of advertising and content through brain-monitoring equipment, good and bad.
We will share our neuroscience research insight and how it can change the relationships between brands and people – creating effective content that stimulates rather than drains our brains.

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  1. What is cognitive load and why is it relevant for advertising?
  2. What happens to our brain when we view advertising?
  3. How can we make great creative content that is easily processed and remembered?


  • Neil Davidson, Managing Director, HeyHuman
  • Aoife McGuinness, Neuroscience advisor, HeyHuman


Neil Davidson, Managing Director, HeyHuman

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Brands & Marketing
  • Level: Advanced
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