Analyzing Neural Responses to Video Advertisements: From Visual Attention to Cognitive Load

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Published: Oct 21, 2026
DOI: https://doi.org/10.12962/jaree.v10i2.476

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Arbintoro Mas
Institut Teknologi Sepuluh Nopember

Abstract

Understanding consumer engagement is essential for optimizing marketing strategies. This study analyzes neural responses using electroencephalography (EEG) to distinguish interesting and ordinary video advertisements. EEG data from 30 participants (aged 17–40) were recorded across eight channels (F8, F7, T8, T7, P8, P7, O2, O1) and decomposed into five subbands (Delta, Theta, Alpha, Beta, Gamma). Key features, including Power Spectral Density (PSD), Mean Absolute Value (MAV), Hjorth Activity, Zero Crossing Rate (ZCR), and Wavelet Transform, were extracted and analyzed. Results showed that Gamma activity in occipital regions (O1, O2) was higher during interesting advertisements, indicating heightened visual attention, and reduced Beta activity in frontal regions (F7, F8) indicating reduced cognitive load. These findings offer valuable insights for neuromarketing by identifying neural markers of engagement and providing actionable insights for designing effective advertisements.

Article Details

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Vol. 10 No. 2 (2026)
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Articles
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