How to measure the effectiveness of video ads: A neuromarketing case study using multiple tools
Kako meriti efektivnost video oglasa: studija slučaja sa upotrebom više neuromarketinških alata
Abstract
Advances in state-of-the-art technologies and the rise of interdisciplinary sciences have transformed multiple aspects of human life. In recent years, among various disciplines, neuroscience and artificial intelligence (AI) have had the most profound impact on marketing, giving rise to emerging fields such as neuromarketing and intelligent marketing. Although numerous studies have been conducted in different areas of neuromarketing, two major shortcomings remain. First, due to limited interdisciplinary expertise among marketing professionals, most studies have been led by neuroscience researchers, with a predominant focus on neuroscience concepts. Second, because video analysis is inherently more complex than image analysis, relatively few studies have examined the effectiveness of video marketing within a neuromarketing framework. This exploratory-applied study, adopting a marketing-oriented perspective, proposes a practical method for assessing the effectiveness of video marketing using neuromarketing tools. While offering valuable practical insights for marketing researchers, it addresses the central question: Can video marketing be reliably evaluated through neuromarketing techniques? Primary data were collected using established neuroscience methods with EEG, fNIRS, and eye-tracking devices, and analyzed through artificial intelligence models in MATLAB. The findings demonstrate that neuromarketing tools can reliably measure the effectiveness of video advertisements before launching campaigns, thereby reducing unnecessary media expenditure and optimizing return on investment.
Apstrakt
Napredak u najsavremenijim tehnologijama i uspon interdisciplinarnih nauka transformisali su brojne aspekte ljudskog života. Poslednjih godina, među različitim disciplinama, neuronauka i veštačka inteligencija (AI) imale su najdublji uticaj na marketing, dajući podsticaj razvoju novih oblasti kao što su neuromarketing i inteligentni marketing. Iako je sproveden veliki broj istraživanja u različitim oblastima neuromarketinga, i dalje postoje dva glavna nedostatka. Prvo, zbog ograničenog interdisciplinarnog znanja među stručnjacima za marketing, većinu studija vodili su istraživači iz oblasti neuronauke, sa pretežnim fokusom na koncepte iz te oblasti. Drugo, pošto je analiza video materijala suštinski složenija od analize slika, relativno je mali broj studija ispitao efektivnost video marketinga u okviru neuromarketinškog pristupa. Ova eksplorativno–primenjena studija, koja polazi iz marketinške perspektive, predlaže praktičan metod za procenu efektivnostii video marketinga pomoću neuromarketinških alata. Dok nudi vredne praktične uvide istraživačima u marketingu, ona odgovara na ključno pitanje: može li se video marketing pouzdano evaluirati kroz neuromarketinške tehnike? Primarni podaci prikupljeni su korišćenjem etabliranih metoda neuronauke, EEG, fNIRS i uređaja za praćenje pokreta očiju, a analizirani su putem modela veštačke inteligencije u MATLAB-u. Rezultati pokazuju da neuromarketinški alati mogu pouzdano meriti efektivnost video oglasa pre lansiranja kampanja, čime se smanjuju nepotrebni medijski troškovi i optimizuje povrat na investiciju.
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