Advances in state-of-the-art technologies and the rise of interdisciplinary sciences have transformed multiple aspects of human life. In recent years, among various disciplines, neuroscience and artificial intelligence (AI) have had the most profound impact on marketing, giving rise to emerging fields such as neuromarketing and intelligent marketing. Although numerous studies have been conducted in different areas of neuromarketing, two major shortcomings remain. First, due to limited interdisciplinary expertise among marketing professionals, most studies have been led by neuroscience researchers, with a predominant focus on neuroscience concepts. Second, because video analysis is inherently more complex than image analysis, relatively few studies have examined the effectiveness of video marketing within a neuromarketing framework. This exploratory-applied study, adopting a marketing-oriented perspective, proposes a practical method for assessing the effectiveness of video marketing using neuromarketing tools. While offering valuable practical insights for marketing researchers, it addresses the central question: Can video marketing be reliably evaluated through neuromarketing techniques? Primary data were collected using established neuroscience methods with EEG, fNIRS, and eye-tracking devices, and analyzed through artificial intelligence models in MATLAB. The findings demonstrate that neuromarketing tools can reliably measure the effectiveness of video advertisements before launching campaigns, thereby reducing unnecessary media expenditure and optimizing return on investment.
Mohammadi et al. (Wed,) studied this question.