Gijs Overgoor
Assistant Professor of Marketing, SMU Cox School of Business
Ad AI, LLM measurement, inference-safe annotation, TV-ad effectiveness, and creative measurement.
Neuroscience insight at scale
Neuroscience insight for your entire creative portfolio.
Add a neural layer to your creative measurement. BoldSignal estimates how video creative engages neural systems, then interprets those patterns alongside the creative and the results you already measure.
Your creative and data. Our neural analysis and scientific assessment.
Apply neuroscience-informed analysis across your creative library and revisit the comparisons as new work develops, without commissioning a new participant study for every asset.
What scale makes possible
See the patterns across the work.
01Across campaigns
What connects our creative — and what sets it apart?
Compare estimated neural responses across your portfolio and assess how those differences relate to creative execution and the results you already measure.
02Within a category
How does our work sit in its context?
Assess recurring patterns against a relevant comparison set, where coverage supports it, and identify what distinguishes your creative.
03Through development
What changes when the creative changes?
Assess alternative executions and develop hypotheses about what to preserve or change. Comparisons of specific edits depend on demonstrated model sensitivity.
The review
A deeper assessment of your creative portfolio.
Bring us your creative and the data you already have. We add neural response analysis and our scientific assessment of what distinguishes the work, how its processing relates to your existing results, and what that implies for creative development.
BOLDSIGNAL / CREATIVE PORTFOLIO REVIEW
Deliverable walkthrough
Inside a Creative Portfolio Review
01
Neural profiles across the portfolio
How do the estimated neural responses differ across executions?
A consistent view of estimated neural responses across the agreed creative set, using comparable scales for each response measure.
02
Creative contrasts, interpreted
How do the processing patterns relate to the creative?
Selected contrasts, read alongside observable creative details and any existing consumer research you bring to the review.
03
Your results, in context
How do the neural patterns relate to what we already measure?
Read the profiles alongside available pretest evaluations, brand measures, or campaign results. Add category context where suitable reference coverage exists.
04
Our assessment
What does this mean for the creative?
Our interpretation of the portfolio: the patterns that matter, their possible explanations, and their implications for creative development.
This walkthrough explains the review format and interpretation process. It contains no client results or ad-level research data.
The engagement
Start with a Creative Portfolio Review.
Bring us your creative, the data you already have, and what you want to understand. We add neural response analysis and our assessment of how the creative, processing patterns, and measured outcomes fit together.
For creative-effectiveness and consumer-insights leads at brands, and agency teams working with them. A useful starting point is a recurring video portfolio and a decision the findings can inform.
Step 01
Bring your creative and data
Start with your videos and any available pretest scores, brand measures, or campaign results. We agree on the question and relevant comparisons.
Step 02
Add the neural layer
Generate consistent estimated neural response profiles and examine differences across the creative, alongside your existing measures.
Step 03
Get our assessment
Receive a written interpretation of the patterns, selected creative contrasts, and implications for creative development, discussed directly with the scientists behind the analysis.
The science
Grounded in neuroscience. Evaluated on advertising.
BoldSignal brings together computational models of neural responses and advertising research. The aim is a consistent view across creative, with scientific interpretation of what the estimates can — and cannot — tell us.
Work in progress · September 2026
2,300+
TV ads analyzed alongside consumer pretest evaluations
In separate, smaller studies, selected estimated neural summaries have been evaluated against measured fMRI responses. Performance varies by target and cohort.
Read about the scienceThe people behind the work
Interpret the work with the scientists behind it.
Hang Yee Chan
Computational neuroscience and advertising-neuroscience researcher
Brain-encoding models, fMRI experimental design, neural-target definition, and content-to-brain prediction.
The founders assess the neural patterns alongside your creative and existing research. You receive their written interpretation and a working session to examine possible explanations, creative implications, and what to test next.
Measurement & research teams
Bring neural-response analysis into your existing work.
Add neural response analysis and scientific interpretation to your creative libraries and client programs. Measurement, research, and consulting teams can work with us to assess the neural patterns alongside their existing data.
Discuss a scoped batch analysis or a co-delivered review around a specific client question.
Discuss a collaborationLet's talk
Bring us your creative and data.
Tell us about the portfolio, the research or results you already have, and what you want to understand. We will discuss how neural analysis and our assessment can add to the evidence.
Email about a portfolio reviewEmail about a collaboration
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[email protected]