CoolTool Launches Automated Video Ad Testing Approach

Consumer research and neuromarketing platform CoolTool has launched an automated approach for testing video ads, with multiple non-conscious measurement tools working simultaneously to evaluate visual attention, emotional engagement, implicit and explicit impact.

CoolTool's platform combines survey (System 2) and behavioral (System 1) data with non-conscious measurement tools such as eye-tracking, emotion measurement and implicit response, to test marketing concepts and assets. This includes advertising, new product concepts, packaging, shelves, and UX research for web sites, apps and other environments.

The firm's new automated approach to video ad research includes pre-set tools for measuring non-conscious reactions - such as emotion measurement, implicit testing, moment-to-moment feedback, and eye tracking. Resulting insights are delivered in hours or a few days and presented on a dashboard in an interactive Excel spreadsheet.

The technology also allows for the analysis of viewers' emotional engagement through a heatmap or opacity map video and statistics. The data can be analyzed for different audiences and cross-compared with benchmarks and norms through an automated dashboard. According to the company, the approach can be used to evaluate the storyline of a future ad campaign to ensure it is 'engaging, effective, and has a resonating message'.

CoolTool, which is based in San Francisco, and is led by CEO Dmitry Gaiduk (pictured), is online at www.cooltool.com .