Free Tool
NeuroScore
Score your ad creative against how the human brain processes advertising. Backed by neuroscience. Powered by AI.
MetaFAIR ResearchAbout NeuroScore
NeuroScore analyses your ad creative against neuroscience-backed effectiveness principles. Our scoring framework is derived from Meta's TRIBE v2 brain encoding research, which mapped how 720 people's brains respond to visual, audio, and text content across 1,115 hours of fMRI recordings.
Read the research →The Science
Faces hijack the brain
The fusiform face area processes faces 170ms faster than any other visual element. Ads with genuine facial emotion activate dedicated neural circuitry.
Multimodal = multiplicative
Combined visual + audio + text creates up to 50% more brain activation than any single channel. But only when all channels reinforce the same message.
85% watch on mute
Removing audio doesn't just lose sound. It reduces activation across language processing and decision-making regions too. Design for muted-first.
Emotion before logic
Problem-aware copy activates social cognition networks (TPJ, MTG). Feature-listing stays in surface processing. The brain needs to care before it evaluates.
5-second processing window
The brain's hemodynamic cascade takes 5 seconds to fully process a stimulus. Fast cuts prevent the brain from completing its response.
Free Tool
NeuroScore
Score your ad creative against how the human brain processes advertising. Backed by neuroscience. Powered by AI.
Faces hijack the brain
The fusiform face area processes faces 170ms faster than any other visual element. Ads with genuine facial emotion activate dedicated neural circuitry.
Multimodal = multiplicative
Combined visual + audio + text creates up to 50% more brain activation than any single channel. But only when all channels reinforce the same message.
85% watch on mute
Removing audio doesn't just lose sound. It reduces activation across language processing and decision-making regions too. Design for muted-first.
Emotion before logic
Problem-aware copy activates social cognition networks (TPJ, MTG). Feature-listing stays in surface processing. The brain needs to care before it evaluates.
5-second processing window
The brain's hemodynamic cascade takes 5 seconds to fully process a stimulus. Fast cuts prevent the brain from completing its response.
