(Estimated reading time – 13 minutes)
Introduction: Brains Don’t Lie—Ads Do
Clicks can be faked; brainwaves can’t. Neuroscience marketing uses EEG, eye‑tracking, and AI to predict which visuals trigger attention and emotion—before you waste media spend. Dentsu’s 2024 launch of an AI‑neuroscience engine cut creative failure by 43 % and lifted CTR 120 % in pilot campaigns. This guide reverse‑engineers that system so your brand can screen ads with science, not gut.
Table of Contents
- What Is Neuroscience Marketing?
- Dentsu’s Model: AI + 120 K Brain Scans
- Tools & Vendors: From DIY to Enterprise
- Step‑by‑Step Creative Neuro‑Test
- ROI Math: Predict vs. Post‑Launch Results
- Case Study: 2.3× ROAS via Neuro‑Screening
- 90‑Day Neuroscience Marketing Plan
- FAQs
- Final Steps
1. What Is Neuroscience Marketing?
Neuroscience marketing merges biometric data (EEG, ECG, eye‑tracking) with machine‑learning models to forecast ad performance. Instead of asking, “Do you like this ad?” we watch the brain shout “YES!” in millivolts.
| Biometric | Signal | Insight |
| EEG (Brainwaves) | Attention, emotional valence | Which seconds hook viewers |
| Eye‑Tracking | Fixation points | Whether logo/CTA is noticed |
| GSR (Skin) | Arousal peaks | Scenes that spark excitement |
2. Dentsu’s Model: AI + 120 K Brain Scans
- Dataset: 120,000 people, 3 M creative frames.
- Inputs: EEG peaks, gaze paths, frame metadata.
- Model: Gradient Boosting + CNN image embeddings.
- Output: Attention score & emotional arc, frame‑by‑frame.
- Threshold: Ads with >80 th percentile attention shipped; others re‑cut.
Source: Dentsu press release, 2024 (link below).
3. Tools & Vendors
| Vendor | What It Does | Cost | Fit |
| Neurons Inc Predict | Web‑based AI predicts attention on images/video | $3 K/mo | Mid‑market |
| iMotions Lab | Full EEG + Gaze hardware + software | $25 K+ | In‑house lab |
| Realeyes | Webcam facial coding, large panels | Pay‑per‑test | Fast iteration |
| Sticky by Tobii | Eye‑tracking via webcam | $2 K/mo | UX & ad tests |
| Custom Build (OpenBCI + TensorFlow) | Raw EEG DIY | $5 K kit | Nerd paradise |
For luxury brands, we often start with Neurons Predict for speed, then graduate to lab sessions on hero campaigns.
4. Step‑by‑Step Creative Neuro‑Test
| Step | Action | Tool | KPI |
| 1 | Upload storyboard frames | Neurons Predict | Attention score ≥ 70 % |
| 2 | Auto‑flag low‑attention frames | Neurons AI | Remove or shorten |
| 3 | Eye‑tracking on webcam panel (n = 50) | Sticky | Logo dwell ≥ 1.5 s |
| 4 | Quick EEG lab (optional, n = 15) | iMotions | Peak positive valence |
| 5 | Re‑edit & re‑test | Premiere + Predict | Attention uplift ≥ 15 % |
| 6 | Ship to paid media | AI advertising engine | 4× ROAS target |
Our luxury video production workflow integrates steps 1‑5 before final master.
5. ROI Math: Predict vs. Post‑Launch
| Metric | Old Process | Neuro‑Tested | Lift |
| CTR | 1.6 % | 3.1 % | +94 % |
| CPA | $280 | $190 | ‑32 % |
| View‑Through | 28 % | 54 % | +93 % |
| ROAS | 2.4× | 5.1× | +113 % |
Data from three Barker Brothers.ai campaigns (2024).
6. Case Study Snapshot
Brand: AeroLux Private Jet Charter
Goal: Boost lead quality on 30‑sec spot
Process: Neurons Predict → eye‑tracking → re‑edit
| KPI | Before | After | Lift |
| Qualified Leads | 38 | 92 | +142 % |
| CPL | $410 | $173 | ‑58 % |
| Avg Charter Value | $32 K | $37 K | +16 % |
Full write‑up coming to Work page.
7. 90‑Day Neuroscience Marketing Plan
| Phase | Days | Deliverables |
| Prep | 0‑15 | Pick vendor, train team on tool |
| Pilot | 16‑45 | Test 1 static ad + 1 video edit |
| Rollout | 46‑75 | Neuro‑test all Tier‑A creatives |
| Scale | 76‑90 | Build in‑house EEG + gaze lab |
Plug each test result into your marketing data dashboard for cross‑channel insights.
8. FAQs
Is neuroscience marketing pricey?
Web‑based Predict tests start at $500—cheaper than wasted media.
Do I need IRB approval?
No—commercial non‑medical tests typically exempt.
Will AI replace my creative director?
It augments; human taste still chooses brand voice.
9. Final Steps
Stop guessing which frame hooks a millionaire’s brain. Run neuroscience marketing tests, kill weak creatives early, and scale winners with AI.
Ready to wire up brains to your next ad? Contact us—we’ll set your first Predict test this week.
Sources
- Dentsu – AI + Neuroscience Engine Press Release, 2024
- Neurons Inc – Predict Whitepaper, 2024
- McKinsey – Neuro & Behavior in Marketing, 2025