How can we leverage the use of biometrics to review the implicit reactions of viewers to advertising? And how can this inform our understanding of the role that content and context play in promoting engagement and positive responses to ads?


  • Pedro Almeida, Founder and CEO, MindProber
  • Joe Timson, CRO, MindProber

What you’ll learn

  • More about the area of media psychophysiology
  • The applications of biometrics to analyse the emotional impact of advertising
  • A challenge to the conventional wisdom around TV planning (e.g. position in break)
  • The future role of engagement metrics in linear TV and CTV advertising

In this webinar, MindProber shares how its unique approach to collecting biometric reactions to television, at scale, can be used to track thousands of ads as they’re shown on linear TV, allowing clear measurement of the impact each ad is producing in the audience.

The results highlight:

  • How content and context play an outsized role in promoting positive/negative responses to ads
  • How engagement with TV ads impacts metrics such as memory encoding or Google searches for the brand/product
  • How engagement with key moments predicts higher activity on second screens (e.g. Twitter volumes)

Join our final webinar of 2021 to learn more about the implications of MindProber’s results, as well as insights on campaign planning and the exciting opportunities for emotional-triggered advertising.

Dr. Pedro Almeida, Founder and CEO, MindProber, is a professor of Neuropsychophysiology at the University of Porto and founded MindProber in 2017 to bring cutting-edge neuroscience, remote sensing and machine learning techniques to the media and marketing industry.

Joe Timson, CRO, joined MindProber in early 2019 as Chief Revenue Officer. He draws on 13 years of experience working on some of the world’s foremost data products and building relationships with the world’s most forward-thinking media, entertainment and sports clients.


Additional Information

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.