Dr. David Coven, cardiologist at St. Luke's-Roosevelt Hospital in New York, revealed in a report last month that new studies, from the American College of Cardiology and National Center for Biotechnology Information, among others, show prolonged sitting during “screen activities” (office, computer, TV) is directly linked to diseases usually attributed to cigarette smokers. The report warned that the odds of contracting one of the diseases—cancer, diabetes, heart disease, obesity and premature mortality—increased with the amount of time spent sitting during a 24-hour period. Since 2007, “treadmill desks,” including TrekDesk's Treadmill Desk, have gained traction in offices across the U.S. The full-sized workstation allows individuals to pace slowly while working to achieve enough daily exercise to boost mood and productivity, strengthen muscles, maintain health and prevent disease without requiring additional free time or extra motivation, the company said. “We have been sounding the alarm bells about the dangers of sedentary lifestyles for the past two years,” said TrekDesk CEO Steve Bordley. “America's health is at risk as never before, yet few understand the severe health impact of sitting at a desk all day.”
YAHOO JOINED FORCES WITH INNERSCOPE RESEARCH, A MEDIA- marketing research company specializing in biometric measurement, in April to examine consumers' nonconscious cognitive and emotional responses to online ads. In the study, “The Power of Relevancy: The Biometric Impact of Online Advertising,” 60 male and female participants ages 25 to 49 were presented with 12 different "Yahoo content'-plus-"display ad' exposures, totaling 720 different scenarios. Subjects were biometrically monitored for eye movements, heart rates, kinesthetic differences, respiration and skin conductance. Findings revealed that: 1) Subjects spent 25% more time fixating on ads personally relevant to them. Pupil dilation also increased 27%, indicating increased processing of key ad messages. Based on these findings, the report recommended that marketers use behaviorally targeted ads to communicate new product features; 2) the amount of time it took for respondents to fixate on contextually relevant ads rose 15%, raising the probability of increased long-term memory. The report, in turn, recommended that marketers use contextually targeted ads to build brand awareness; and 3) ads containing personal and contextual relevance produce more powerful emotional responses than either does separately. Pupil dilation increased 40% in this category, indicating a significantly higher level of cognition.
ADMARK VISUAL IMAGING, A NEW ZEALAND-BASED MANUFACTURER of digitally printed graphics, is taking art to new heights in commercial airplane branding. Using 3M graphic wrapping and imaging technology—approved by Boeing Co., the Civil Aviation Authority and Federal Aviation Administration—airlines can design eye-catching, billboardlike images to use on planes. In what would take artists months to paint, graphics can be applied by Admark during scheduled maintenance checks. All Admark aircraft graphics are easily removable, fuel-cost-effective in weight when compared with paint and can withstand wind speeds of up to 620 mph, as well as sizable temperature and pressure fluctuations, the company said. Admark has produced graphics for more than 50 aircraft, including the first full wrap of a commercial airplane in 1997. The company currently supplies all generic and safety branding for Air New Zealand and is an original equipment manufacturer for Boeing.