Effective advertising is persuasive, builds engagement, evokes positive emotions (and does not evoke negative ones) for a specific Area of Interest - brand, benefits, call to action.Calling emotions may be ineffective when it is not associated with the advertised brand, product or service!
Neuromarketing results are not only heatmaps. Eyetracker, emotion recognition software, EEG or clickcrawlers gives data which might we analyzed. Such analysis base on the specific Areas of Interest (e.g. logo, packshot, benefit, call to action, etc). 
Neuromarketing tests allow to specify a dozen indicators on the basis of which three main indexes are created:
- Persuasiveness (including the number of glances, the time that has passed to notice the AOI, the order of glances, the number of re-glances). The persuasiveness index is above all an index composed of indicators obtained using an eye tracker (eye tracking).
- Commitment (including the level of brain activity, length of glances on AOI data, maintaining attention). The involvement index is based on EEG (brain monitoring) and eye tracker (eye tracking).
- The balance of emotions is an index that shows the relationship between satisfaction and negative emotions (discouragement, sadness, anger, irritation). Positive (+) balance means that a given AOI has generated more positive than negative emotions.
So far, we have tested over 220 ads and created a benchmark database for the specific AOI's such as:
- Construction elements - opening and closing the advertisement (5 seconds period)
- Compositional elements - various areas in the spots corresponding to the division into insight, benefits and RTB 's
- Key elements of advertising (brand/logotype, claim/password, call to action, history/characters)
The most persuasive opening of advertising is characterized by Coca-Cola ad, the highest level of engagement - Red Bull ad, while Haribo received the best balance of emotions. Carrefour (one of the "Napoleonic" campaign) is the most average opening of advertising in terms of persuasiveness, commitment, and balance of emotions.
Our database gives a benchmark to assess an ad. We test ads at various levels of development - from storyboards, through animatics to final-cut commercials. We also test other advertising formats - billboards, banners, posters, leaflets, Key Visuals...
Contact us if you want your ad to be more effective!