Measuring the emotional impact of content was a ‘nice to have’ for a long time, but for advertisers in 2025 and beyond it is becoming a critical part of reporting

Measuring the real impact of your advertising requires more than just top-line metrics. That’s why the Element Human Brand Lift Study now includes the option to add up to three custom questions, designed to explore product-specific considerations, brand tracker alignment, or other campaign-unique areas that standard metrics don’t cover. These tailored insights let you test what really matters to your business, helping you connect performance results with strategic priorities.

Introducing our latest addition: Netflix Simulated Environment

Element Human unveils its expansion into Connected TV (CTV) with a new simulated Prime Video environment. As audiences shift away from linear TV, the piece explores how brands can harness emotion-driven insights to optimize CTV campaigns and drive deeper impact.

Element Human explores why simulated environments outperform traditional methods like lab testing and natural exposure when measuring creative impact. It reveals how attention, emotion, and memory, not engagement, are the true drivers of brand effectiveness and buyer behavior.

Element Human announces the appointment of Creator Economy Veteran Steph Money as its Vice President, Go-to-Market to accelerate the company's North American expansion.