American Express

C-Suite titles -- specifically Chief Revenue Officers and CFOs -- were generating the highest Synchrony and Attention EEG signals of any audience tested. The brain signal revealed something no standard model would surface: this audience doesn't decide at the beginning of an ad. They commit at the end.

GlassView concentrated delivery toward the C-Suite titles generating the strongest neuro signals -- Chief Revenue Officers and CFOs. We optimized toward placements where full-view, high-attention environments ensured the ad completed. The hypothesis: an audience that commits late needs to actually reach the end. Broad delivery was wasting impressions on audiences who were never going to get there emotionally. The neuro signal said concentrate, not distribute.