A neuroscience approach to human behavior sometimes give us insightful lessons differentiated from conventional approach does. Floating ad is a type of advertisements in which a user must click (touch) a close button in a state in which the content is hidden. There has been controversy over whether floating ads are effective ad formats. there are few research considering mobile environments. The purpose of this study is to discover cognitive and emotional response on floating advertisements on smartphones. We measure consumers' cognitive and emotional responses using eye tracking and EEG simultaneously. The experiment will be designed to happen under the most realistic conditions. The experiment will be conducted inside the closed room at laboratory. A news web page will be displayed on the iPhone 6S screen. We expect that this approach will provide information about psychological reactions that users do not consciously realize