Brainsight: A.I. predicted advertising- and video performance

Amsterdam-based Braingineers has released Brainsight, an A.I. tool to predict viewing behavior of images and videos, such as attention and clarity of advertisements. With the latest A.I. models, 'traditional' eyetracking research can be predicted without any research with 94% accuracy, making it an interesting and cost-effective way for pretesting (ux) designs and advertisements.

3 second rule
Most ad campaigns are measured post-live, for instance with A/B testing for digital campaigns. For out-of-home campaigns it is more difficult. By combining neuroscience and A.I., visual ad-performance can be predicted.
“In today’s attention economy, consumers are time-poor and easily distracted, which is why the marketing industry aims to grab the viewer’s attention within three seconds. With artificial intelligence this can be pretested for various metrics. Tools like Brainsight help validate and optimize designs before campaigns go live,” says Roger van der Spek, Managing Director of Braingineers.

Scientific research
In recent years, numerous studies were conducted by universities, like MIT, to map viewing behavior. It appears that instant visual attention is triggered by elements like color, size, contrast, shape, etc. and can be predicted by algorithms. The latest A.I. models reach a 94% accuracy rate compared to live eyetracking research.

Eyetracking Heatmaps
Viewing behavior is generally conducted with eyetracking technology, which involves testing people. Heatmaps visualize how and where they (do not) look at and how their attention is distributed, great indicators of design clarity and ad-performance. Do viewers see a logo? Is a ‘call-to-action’ button noticed?
“Apart from qualitative research for large budget productions, most of the ad performance is measured post-live with data-analytics. With predictive heatmaps, designs can be pretested and optimized before spending your media-budgets,” Roger explains. “Because tools like Brainsight are SAAS-based, they’re also interesting for campaigns and marketers with smaller budgets.”

Brainsight
Brainsight, was released on February 14th, 2022, and competes with a handful of other tools in the market in this field. Max van Kaathoven, founder and CTO of Braingineers: “We take a different approach. In the past years we’ve conducted hundreds of neuromarketing-projects, always including eyetracking. By combining that data and our psychology- and research expertise with the latest A.I. models, we can deliver decision support for designers and marketers. An example is the option to pretest designs in a designated advertising category, benchmarked against other ads and taking distractions from the ad's context into account. Brainsight tells you which design is the best match for that ad category. We want to make the work of designer and marketers more efficient.”

Braingineers International
Johan Huizingalaan 763A
1066 VH Amsterdam
The Netherlands

Contact:
Roger van der Spek, CEO
roger@braingineers.com
+3120261 2438

Braingineers is a neuromarketing/tech agency from Amsterdam, The Netherlands. They conduct neuromarketing research for digital customer journeys, such as websites, apps and (TV) commercials. By combining (UX) research, psychology and (neuro)technology, Braingineers measures emotional impact and implicit behavior. Their analytics platform and services won several awards. In the past two years they were voted #1 Optimization- and Analytics Agency of The Netherlands (Emerce100 list, a leading Dutch ecommerce ranking)

This release was published on openPR.