Optimizing video commercials with EEG & Eyetracking

Ever wondered why your competitor's video commercial is so successful? Or perhaps you've run some video ads in the past, but can't quite figure out why some were more successful than others?

A common way to answer to this question is market research. Hoever, in the words of David Ogilvy: "The trouble with market research is that people don’t think what they feel, they don’t say what they think and they don’t do what they say ". If you don’t take the unconscious processes into account when testing video ads, you’re missing out on a big part of what is driving success.

What unconscious metrics can be used to predict success in video ads?

Based on years of Neuroscientific research, Alpha.One video ad studies focus on two key measurement techniques:

Electroencephalography (EEG): This enables us to record brain activity to determine what grabs attention when people are viewing a video. We measure how synchronous the brain waves are across all subjects. The more synchronicity, the better attention is held by the commercial. We will also compare the results to our normalized benchmark database, to compare how the video performs relative to a similar sample.

Eye tracking: We use eye tracking to generate heat maps of visual attention. This answers the key question as to whether essential elements are actually being seen. However, it also adds depth to EEG the results by identifying which visual stimuli triggers a certain response. Additionally, measurement on a millisecond scale provides insight into how visual attention unfolds over time.

But isn't this really difficult and expensive you may think? We get it, and we can help!

How can you test the unconscious processes behind your video ads?

At the end of last year, we announced the launch of a brand new Neuro Lab with our research partners at Motivaction. Together, we are now running a multi client EEG + eye tracking study every month in Amsterdam. If you wish to uncover the unconscious drivers behind your ad, we will test your video for the Dutch market for just €4999.

Do you want to scientifically prove that your video ad has what it takes? Mark your calendar: Deliver your ad before the 10th of any month, get your full EEG + eye tracking report by the 20th. 

Get in touch today! We're looking forward to taking your creative work to the next level.

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