The HMS NeuroLab enhances the present neuroscientific knowledge in media and brand research and generates application-related and relevant knowledge for the research partners. Implicit methods generate insights about cognitive perceptions and invisible processes during media consumption. The approach is useful to understand consumer behavior in various situations: crossmedia usage, online shopping or watching movies. In cooperation with leading brands several projects have been conducted: e.g. emotional effects of crossdigital advertising (Burda), brand engagement effects of native ads (Huffington Post), smartphone user engagement of video content (Twitter).