addBrains predicts the second-by-second cortical network response to your advertising creative — and tells you exactly how many impressions it has before the brain stops responding.
Neural Response · left hemisphere · t=0s → t=4s
t=0s
t=1s
t=2s
t=3s
t=4s
Network Activation Data
| Network | Mean (z) | t=0 |
|---|---|---|
| Frontoparietal | −0.021 | −0.006 |
| Default mode | −0.023 | −0.009 |
| Limbic | −0.026 | −0.011 |
| Ventral att. | −0.036 | −0.028 |
| Somatomotor | −0.039 | −0.031 |
| Visual cortex | −0.042 | −0.035 |
| Dorsal att. | −0.043 | −0.037 |
Predicted fMRI BOLD response · fsaverage5 cortical surface · 20,484 vertices · z-scored
The Process
01
Drop in a static image or video up to 30 seconds. addBrains accepts any format your production team delivers — JPG, PNG, MP4, MOV.
02
A brain encoding model generates predicted fMRI BOLD activation across 20,484 vertices of the cortical surface at one-second resolution. Static images: 5 timesteps. Video: one prediction per second of runtime.
03
A complete temporal activation profile across 7 cortical networks, interpreted in plain language with specific recommendations for media placement, frequency cap, and rotation timing.
No lab. No participants. No waiting. Just the data.
The Output
Every addBrains analysis produces a temporal cortical profile — a prediction of neural activation at each second of exposure, across 7 cortical networks.
t=0s
First contact
What the brain does at the instant of first exposure.
t=1s
Initial processing
Is attention holding? Is the message being evaluated?
t=2s
Encoding window
The brain is processing price, product, and brand simultaneously.
t=3s
Habituation signal
The brain has extracted what it needs. Disengagement begins.
t=4s
Post-encoding
Neural resources reallocated. The creative is fully encoded.
Tracked simultaneously
7 Cortical Networks
Frontoparietal, Limbic, Default Mode, Ventral Attention, Somatomotor, Visual Cortex, and Dorsal Attention — the 7 canonical Yeo cortical networks.
Temporal precision
1-Second Resolution
For video, activation is mapped at every second of runtime. The emotional peak, the habituation cliff, and the engagement drop-off are pinpointed to the exact second.
Cortical surface
20,484 Vertices
Predictions generated across the full fsaverage5 cortical surface — the standard template in peer-reviewed fMRI research — aggregated into network-level z-scores.
Why This Exists
Attention heatmaps
Eye-tracking tools tell you which part of the frame gets looked at. They tell you nothing about what the brain does with what it sees — whether the message is being evaluated, whether an emotional response is forming, or whether the brain has already moved on.
Creative fatigue
The industry estimates $47 billion in annual wasted spend from running creatives past their effective lifespan. Every existing tool detects fatigue after it has happened in-market. addBrains identifies it before a single impression is served.
Frequency caps
The standard advice — 3 to 5 impressions per user per week — is derived from aggregate campaign data. It has nothing to do with the specific creative you are running. addBrains derives the frequency cap from the creative's own neural habituation trajectory.
Five Tools
Pricing
03
Channel suitability matrix, frequency cap, lifespan estimate.
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Habituation classification, cliff timestep, and rotation signal.
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Two creatives, one neural verdict with specific evidence.
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