Neuroscience insight at scale.
BoldSignal reveals how marketing content is processed by the brain, then translates it into a practical mechanism layer for measurement platforms, agencies, consultancies, and brands.
BoldSignal's models are built from real neuroscience research. For your creative, we infer how it is processed from the content itself — we don't collect brain data from your audiences.
- 2,355
- ads in the validation set
- 14
- neural systems modeled
- 37%
- of Purchase Intent variance explainedcross-validated
Ad measurement has a missing middle.
Most tools describe what is in an ad. Others report how the ad performed. But teams still struggle to understand the mechanism connecting creative decisions to outcomes.
Content layer
“What is in the ad”
- Objects
- Scenes
- Copy
- Brand presence
- Format
Mechanism layer
BoldSignal“How it is processed”
- Visual clarity
- Attention
- Emotional salience
- Social resonance
- Drift
Outcome layer
“How it performed”
- Ad scores
- Purchase Intent
- Recall
- Likeability
- Attention
From creative to mechanism insight.
BoldSignal takes marketing creative as input and produces category-aware neuroscience mechanism profiles. These profiles help teams interpret why creative works, where it creates friction, and how the same signal can mean different things across categories.
Visual Clarity
How strongly the ad engages visual and perceptual processing.
Directed Attention
Top-down attention and focus on what matters in the frame.
Executive Structure
Cognitive effort, task processing, and structured information processing.
Emotional Salience
Emotional arousal and reward or threat detection.
Social Resonance
Narrative, social cognition, characters, humor, and mentalizing.
Drift / Disengagement
Mind-wandering, loss of external attention, and disengagement risk.
What a mechanism profile looks like.
Every piece of creative resolves to a profile across the six mechanism dimensions, paired with a plain-language interpretation and category-aware context. The numbers are a starting point — the scientific translation is what makes them usable.
- Visual Clarity78
- Directed Attention64
- Executive Structure41
- Emotional Salience83
- Social Resonance72
- Drift / Disengagement27
Scientific translation
A feel-first piece: high emotional salience and visual clarity carry the work, social resonance is strong, and drift risk is low. Executive load is light — the creative leans on affect and character rather than dense information. In a considered-purchase category, that profile often signals a need for clearer structure later in the funnel.
- Content · what the creative shows
- Mechanism · this profile
- Outcome · likely effectiveness signals
Built for teams who need more than scores.
BoldSignal is built for organizations that already have creative libraries, outcome data, client relationships, or transformation programs. We provide the scientific engine, mechanism design, and interpretation layer that turns neural-mechanism estimates into business insight.
Measurement platforms
Add a mechanism layer to creative assessment, benchmarking, and ad-catalog intelligence.
Consultancies
Bring neuroscience-backed creative diagnostics into AI, marketing-transformation, and content-at-scale programs.
Brands and agencies
Understand how creative is likely to be processed before scaling media spend or redesigning campaigns.
The platform delivers scale. The expertise makes the output usable.
Validated on real advertising outcomes and real consumer brain responses.
BoldSignal is built on a decade of advertising-neuroscience research by Gijs Overgoor and Hang Yee Chan, published in leading marketing journals.
Peer-reviewed neuroscience — validated against real advertising outcomes and grounded in brain-response research.
Research by Gijs Overgoor and Hang Yee Chan. Commercial applications are developed through BoldSignal.
The mechanism layer is grounded in functional-MRI responses from research participants, decoded into validated neural systems.
A brain-encoding model was applied to 2,355 TV advertisements from the iSpot/Ace Metrix library, estimating responses across 14 neural systems from the ad alone.
In cross-validation, neural dimensions explained 37% of variance in Purchase Intent and 21% in Ace Score.
Neural scores added 20–30 percentage points of explanatory power beyond content descriptions, while content added less than 0.4% beyond neural scores.
Description is not measurement.
Generic multimodal AI can describe what appears in an ad. That is useful, but description alone is not the same as valid measurement. BoldSignal focuses on inference-safe mechanism construction: which signals matter, how they should be aggregated, how they vary by category, and how they connect to advertising outcomes.
Scientific foundation
Built on open scientific fMRI resources and years of advertising-neuroscience research.
Proprietary translation layer
Algorithms, neural-target construction, temporal aggregation, and category-aware interpretation.
Commercial validation
Mechanism profiles tested against real ad-effectiveness outcomes.
Built by researchers at the intersection of advertising AI and neuroscience.
Gijs Overgoor
Co-founder · Assistant Professor of Marketing, SMU Cox School of Business
Ad AI, LLM measurement, inference-safe annotation, TV-ad effectiveness, and creative measurement.
Hang Yee Chan
Co-founder · Consumer neuroscience researcher, King's College London
Brain-encoding models, fMRI experimental design, neural-target definition, and content-to-brain prediction.
Together, we bring the scientific depth behind the system and the commercial translation needed to make neuroscience useful at enterprise scale.
Build the mechanism layer for your creative data.
We're beginning a small number of partner conversations across measurement, consulting, and enterprise marketing.
Prefer email? Write to us directly at contact@boldsignal.ai.