A Computational Model of Message Sensation Value in Short Video Multimodal Features that Predicts Sensory and Behavioral Engagement

Multimodal large language models (MLLMs) have shown strong performance on objective tasks such as video understanding and reasoning. However, it remains unclear whether they can approximate subjective human responses, which depend not only on content comprehension but also on individuals' social contexts. To address this gap, we evaluate MLLMs as synthetic participants in an emerging task: assessing perceived sensory engagement with short videos. Grounded in the Perceived Message Sensation Value (PMSV) framework, we compare ratings from recruited human participants and profile-conditioned MLLM simulations (n=673) using a 17-item scale measuring emotional arousal, dramatic impact, and novelty. We find that even leading MLLMs (Gemini 3 Flash and Qwen 3 Omni) show limited agreement with human participants. The models exhibit distinct downward mean-shift and central-tendency biases in their rating distributions. They both introduce and flatten subgroup differences, while showing inconsistent sensitivity to participant profiles. Prompting strategies affect these metrics differently, modestly improving some aspects while worsening others. These results highlight both the challenges and opportunities of developing MLLMs as synthetic participants in video-based research. Data and code: https://github.com/MINDLab25/mllm-human-simulation-eval

Deep multimodal brain-encoding models now predict fMRI responses to naturalistic video with high accuracy; whether their predicted neural signals also forecast behavioral engagement is unknown. We run TRIBE, the winning model of the 2025 Algonauts challenge (Llama-3.2 + V-JEPA 2 + Wav2Vec-BERT), on 48 YouTube videos and reduce its predicted cortical response to a per-second engagement curve, the global field power. Correlated against each video's "most replayed" heatmap, a proxy for re-watch, it shows no evidence of prediction: the pooled position-controlled partial correlation is +0.058 (95% CI [-0.04, 0.15]; t(47)=1.21, p=0.23), and not above simple loudness/motion baselines. The raw correlation is also near zero; the moderate values for music videos are an onset-replay artifact. The null holds across six cortical-network readouts, value/salience ROIs, and a permutation test; a supervised leave-one-video-out probe appears to reach r=0.47 but collapses to a temporal-shape artifact under a proper position control. Running the probe on TRIBE's input streams reveals at most a small, borderline visual-stream signal (matched vs. mismatched p=0.004-0.06) and none in audio, text, or the predicted cortex. The inter-subject-correlation readout, the closest prior positive result, is unavailable from the subject-averaged released model, so we fit our own per-subject encoders on the Algonauts fMRI (validated in-domain at r=0.15 and cross-domain, Friends-to-film, at r=0.10); the predicted ISC still does not track re-watch (r=-0.04, p=0.34). We bound rather than merely fail to reject the null: a Bayes factor gives moderate evidence for it (BF01=3.2), an equivalence test excludes effects above r=0.14, and the target's split-half reliability (0.82; ceiling r=0.9) rules out a noisy-label artifact. We release code, a video-ID manifest, and a heatmap-acquisition method robust to YouTube's SABR streaming.

The digital media landscape has seen a pervasive shift toward short-form video advertising on TV, social media and e-commerce platforms. The present study focuses on deep saliency prediction for short-form video advertising. Deep saliency models have been used to generate predictions of human eye fixation patterns with the purpose of enhancing user interaction with digital technology and optimizing its design. For video ads, dynamic saliency maps capture where and when viewers are looking, revealing why video ads are effective, and how their content should be optimized. We develop and test a new deep dynamic saliency prediction model called ViASNet (Video Ad Saliency Network), which has an architecture founded on the 3D U-Net, and accommodates the influence of audio and the semantic meaning of scenes. We assess the model's performance on 151 video ads, each seen by about 20 viewers wile their eye movements were tracked, and explore the critical factors influencing model performance through ablation experiments. We calculate the entropy of the predicted saliency maps frame-by-frame as a diagnostic tool to identify ads and scenes that fail to engage viewers, and illustrate its use on test data of 15 unseen ads. Our study reveals that ad design and testing can be sped up considerably through automated systems built on deep saliency models such as ViASNet.