{
  "version": "opening-samples-v1",
  "observedOn": "2026-10-08",
  "observer": "Codex AI-assisted visual coding; no independent human rating",
  "sample": "Nine existing public case-study video assets; fixed 0.5s and 2.0s frames",
  "unit": "A sampled frame, not a viewer or campaign",
  "rows": [
    {
      "slug": "03-cerave-tiktok-uk",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/03-cerave-tiktok-uk.mp4",
      "videoSha256": "5ac3340dee4ff6c8441f28831f5b0fcab7dd4073d8fec62c450ab2f6db42c422",
      "timeSeconds": 0.5,
      "frameSha256": "b369aa09533cd33ffb9f3971be785232d8536162cc6024c2309a7bd8f514be05",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Presenter and wall demonstration; no readable advertiser name."
    },
    {
      "slug": "03-cerave-tiktok-uk",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/03-cerave-tiktok-uk.mp4",
      "videoSha256": "5ac3340dee4ff6c8441f28831f5b0fcab7dd4073d8fec62c450ab2f6db42c422",
      "timeSeconds": 2.0,
      "frameSha256": "b5e14c4ad3bfe6c7d3ca9b97ef4f9685a9efc2580eb575dce70cb203eaa64e91",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "yes",
      "observation": "BRICK WALL = SKIN BARRIER explains the demonstration; no readable advertiser name."
    },
    {
      "slug": "05-loreal-paris-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/05-loreal-paris-meta-us.mp4",
      "videoSha256": "02a9c349e253d2a47606d80d70a3b1044d6ea42788a69a00087e046a42982ec6",
      "timeSeconds": 0.5,
      "frameSha256": "ab738fbe2d327e0c66a3a67cfe89fe4f60505d034f6cc9849d31f9171e74db0b",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Woman in a lift; no readable advertiser name or explanatory copy."
    },
    {
      "slug": "05-loreal-paris-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/05-loreal-paris-meta-us.mp4",
      "videoSha256": "02a9c349e253d2a47606d80d70a3b1044d6ea42788a69a00087e046a42982ec6",
      "timeSeconds": 2.0,
      "frameSha256": "2c7ef41e0875a7215c9ef095e8ee833a638da64be176f57bfd12db135905d1c4",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Lobby scene and partial background signage; no readable advertiser name or explanatory copy."
    },
    {
      "slug": "06-coca-cola-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/06-coca-cola-meta-us.mp4",
      "videoSha256": "b095a864bdbcd043c6338a3a61b98e67b0dc9414897addf0b99ffd6503091cc7",
      "timeSeconds": 0.5,
      "frameSha256": "0e24dbf69d4a8c9ee28570ef7d01a7a932b9c7a4d2e6c4e6bed559d4ec67e96d",
      "readableBrandName": "unknown",
      "explanatoryOrOfferText": "no",
      "observation": "Red bottle label is motion-blurred. Familiar packaging alone does not satisfy readable-name coding."
    },
    {
      "slug": "06-coca-cola-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/06-coca-cola-meta-us.mp4",
      "videoSha256": "b095a864bdbcd043c6338a3a61b98e67b0dc9414897addf0b99ffd6503091cc7",
      "timeSeconds": 2.0,
      "frameSha256": "37c0969ecd3e13f4e738377268c061b14ecb7db49b3b1ab4092364d2e04b451d",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Industrial structure; no readable advertiser name or explanatory copy."
    },
    {
      "slug": "07-bmw-youtube-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/07-bmw-youtube-de.mp4",
      "videoSha256": "3b660b3c601cdf5cd46976c6f61383228df1383cf44ab3deea2a12e24b3f0c30",
      "timeSeconds": 0.5,
      "frameSha256": "e8ac99f9cc80466ebc1963be4e6863ffb528e8a66e9574551b36da5c4b05d03b",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Moving vehicle; badge too small to read an advertiser name."
    },
    {
      "slug": "07-bmw-youtube-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/07-bmw-youtube-de.mp4",
      "videoSha256": "3b660b3c601cdf5cd46976c6f61383228df1383cf44ab3deea2a12e24b3f0c30",
      "timeSeconds": 2.0,
      "frameSha256": "40efe5510b5e04a312f17ecfb759f5064f7942cffc3e14c8d0b5b87c4105800d",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Distant moving vehicle; no readable advertiser name or explanatory copy."
    },
    {
      "slug": "08-booking-youtube-ae",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/08-booking-youtube-ae.mp4",
      "videoSha256": "4988ffea0a7c21daf2985d7e9d5f7f6919c98a0d24a6afb7c308ecb7037801c9",
      "timeSeconds": 0.5,
      "frameSha256": "4bb897b484db743eb6ebbee161d5363f9041bab2180ff048dbe87bccda8a12a1",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "no",
      "observation": "Booking.com name over palm trees."
    },
    {
      "slug": "08-booking-youtube-ae",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/08-booking-youtube-ae.mp4",
      "videoSha256": "4988ffea0a7c21daf2985d7e9d5f7f6919c98a0d24a6afb7c308ecb7037801c9",
      "timeSeconds": 2.0,
      "frameSha256": "f6b853c1b00c05f1f6b100ba8b7aee38aae5598a3652fa42bf3671d1f94cac05",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "yes",
      "observation": "Booking.com and Reserva l’estada ideal appear together."
    },
    {
      "slug": "09-nivea-youtube-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/09-nivea-youtube-de.mp4",
      "videoSha256": "c608aaab50d5eb4a4d16c811187975760092ff935b364b68c9dab9d6fd558b0d",
      "timeSeconds": 0.5,
      "frameSha256": "d591f646864aa505a1a9f74bdd7b3076f6f1bc674c7d77025fd5a1a3c144996e",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "no",
      "observation": "NIVEA name in a blue circle."
    },
    {
      "slug": "09-nivea-youtube-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/09-nivea-youtube-de.mp4",
      "videoSha256": "c608aaab50d5eb4a4d16c811187975760092ff935b364b68c9dab9d6fd558b0d",
      "timeSeconds": 2.0,
      "frameSha256": "b12a4d3d7f0dda0e061945a476633cd960e72cd1236b4990ce609327494607eb",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "yes",
      "observation": "NIVEA name and a readable 72H claim on the deodorant pack."
    },
    {
      "slug": "10-bmw-meta-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/10-bmw-meta-de.mp4",
      "videoSha256": "3703582a185aaad73ed30ca253067dbb65461bd5a8c97dbb66489496c4300812",
      "timeSeconds": 0.5,
      "frameSha256": "52bda1895bae66153c5a042df84fbd56a42ee5462624776bc8de98bf6295ac6a",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "no",
      "observation": "BMW lettering readable on the steering-wheel badge."
    },
    {
      "slug": "10-bmw-meta-de",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/10-bmw-meta-de.mp4",
      "videoSha256": "3703582a185aaad73ed30ca253067dbb65461bd5a8c97dbb66489496c4300812",
      "timeSeconds": 2.0,
      "frameSha256": "677e8fcc468cb2cf5281da4c96d59eaba9716813510e56a1d84ab0ffc3872150",
      "readableBrandName": "unknown",
      "explanatoryOrOfferText": "no",
      "observation": "Hood badge visible, but lettering not clearly readable at native resolution."
    },
    {
      "slug": "11-nike-youtube-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/11-nike-youtube-us.mp4",
      "videoSha256": "0ef52debeeada9a2d94054cb220e6305e72b692027c424ded6a343a5d49c53e8",
      "timeSeconds": 0.5,
      "frameSha256": "b2cc2c6c393b7496f07d58bafe4ab933aa8c7dcb71d0e751451036b1e4da2591",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "no",
      "observation": "NIKE INVINCIBLE 3 names brand/model; model name alone is not explanatory or offer copy."
    },
    {
      "slug": "11-nike-youtube-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/11-nike-youtube-us.mp4",
      "videoSha256": "0ef52debeeada9a2d94054cb220e6305e72b692027c424ded6a343a5d49c53e8",
      "timeSeconds": 2.0,
      "frameSha256": "774151b0dc45f2ce33d1d30bd5f2b1a5e322767683c4bb3260236203ef84e5fd",
      "readableBrandName": "yes",
      "explanatoryOrOfferText": "no",
      "observation": "NIKE INVINCIBLE 3 remains on screen; no explanatory or offer copy."
    },
    {
      "slug": "12-netflix-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/12-netflix-meta-us.mp4",
      "videoSha256": "05b6beec8bfc7db69150e58b9e791270a1909a9bbe030ad2a892b3ca85409ed7",
      "timeSeconds": 0.5,
      "frameSha256": "9499e69f30b7d2ddfccce109fdf37339b5079c23f014cb0f5ab5b44212c5a3d7",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Character in a trailer scene; no readable advertiser name or explanatory copy."
    },
    {
      "slug": "12-netflix-meta-us",
      "sourceUrl": "https://cdn.saliencylab.com/case-studies/videos/12-netflix-meta-us.mp4",
      "videoSha256": "05b6beec8bfc7db69150e58b9e791270a1909a9bbe030ad2a892b3ca85409ed7",
      "timeSeconds": 2.0,
      "frameSha256": "4783add25cdb4b4fa5c932f0b3f9763a7ec4943c7af86af15c455a4ec1a6dc9d",
      "readableBrandName": "no",
      "explanatoryOrOfferText": "no",
      "observation": "Truck scene; no readable advertiser name or explanatory copy."
    }
  ],
  "limitations": [
    "Convenience sample, not representative of advertising.",
    "Two instants cannot establish first appearance or continuous opening coverage.",
    "Native-resolution legibility is an observer judgment, not a mobile readability test.",
    "Audio was not evaluated. No attention, comprehension, recall or campaign effect was measured.",
    "Existing archive labels were known; this is not blinded or preregistered.",
    "Media remain third-party property; this dataset licenses no media rights."
  ]
}