Pre-Test of Advertising Spots
Measure the attentional, emotional, and memory impact of your ad creatives before release thanks to neuromarketing and eye-tracking.
The client issue
A premium skincare brand is preparing the launch of a 360° TV and digital campaign for its new anti-aging serum and wants to pre-test 3 creatives before committing a media budget of several million euros.
Traditional focus groups produced contradictory results. The brand needs objective neuroscientific data to choose between its creatives and optimize the final edit.
The identified challenges
- Identify the creative with the best emotional engagement potential
- Measure attention second by second on each version of the spot
- Quantify branding impact: memorability, attribution, and spontaneous recall
- Optimize the final cut thanks to attention peaks and drop-off moments
Multi-creative neuroscientific evaluation
Qualified Media Target
Profiles matching the media plan: women aged 25-55, higher socioeconomic status, premium skincare affinity.
Eye-Tracking + Facial Coding + EEG
Complete neuroscientific battery in a controlled and in-context environment (mobile + TV).
Baseline
Reference measurements at rest to establish individual baseline levels
Exposure in clutter reel
Viewing the spot inserted into a simulated TV program with competing ads
Second-by-second eye-tracking
Mapping of attention areas, fixations on the product, the face, the packshot, the logo
Measurement of emotional responses
Facial coding (FACS) + EEG to identify engagement peaks and micro-expressions
Recall & Brand attribution
Spontaneous and aided recall test + brand attribution at 24h and 7 days
Neuroscientific advertising KPIs
Attention Score
Second-by-second measurement of visual attention level: fixations, saccades, viewing time on key elements (product, logo, face).
Emotional Engagement
Engagement curve via facial coding (FACS) and EEG: emotional peaks, positive/negative valence.
Brand Recall & Attribution
Spontaneous and aided recall rate, correct brand attribution at D+1 and D+7.
Purchase Intent Lift
Variation in purchase intent before/after exposure and inter-creative comparison.
Conversational Avatar
AI-guided interview to gather stated perceptions.
Data-driven campaign optimization
Creative A — "Ritual"
SelectedBest emotional engagement score (index 142) and spontaneous recall at 72%. The emotional peak on the face shot at 0:18 generates the strongest positive valence.
Creative B — "Science"
OptimizableStrong brand recall (68%) but attention drop-off between 0:08 and 0:15. Recommendation: tighten the edit and move the packshot earlier.
Brand Attribution
89%Correct brand attribution rate at 24h for Creation A. Score above the cosmetics category benchmark (72%).
Purchase Intent
+18pts+18-point lift in purchase intent post-exposure vs pre-test. Score above the effectiveness threshold (+12pts).
Creative optimization recommendations
Creation A: best potential for advertising impact
Composite attention × engagement × recall score significantly higher (p<0.01)
Move the packshot 3 seconds earlier
Maximum attention window between 0:15 and 0:22 — the current packshot at 0:25 comes after drop-off
The face shot at 0:18 is the key moment
Emotional peak identified by EEG and facial coding — strongest memory anchor in the spot
Cultural adaptation needed for Japan
Engagement score -22% vs average — direct emotional storytelling resonates less in this market
Are you preparing an advertising campaign?
Optimize your creative assets with neuroscientific data before investing your media budget.