Facial Coding Cannes Lions
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1. The document discusses research from a Cannes Lions study that analyzed over 450 videos using facial coding to understand how emotions respond to video campaigns. 2. The research identified several variables that predicted whether a video would be shortlisted, win a medal, or win gold, such as making women happy at the end, not dropping engagement in the first third, and having disgust that recovers. 3. The findings suggest that understanding emotional responses can help predict successful videos and provide guidance about crafting videos that boost engagement and outcomes for marketing campaigns.
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Facial Coding Cannes Lions
- 1. Facial Coding Cannes Lions The way to boost ROI of every video campaign
- 4. A very quick history…
- 5. Science as beautiful as the results
- 6. Science as beautiful as the results
- 7. Since 1956 Benchmark for excellence in creative 36,000 entries 92 countries 15 categories Internet film chosen category Comprehensive judging Submission > Shortlist > Medals > Winners
- 8. Cannes Study Gold 49 Silver 49 458 videos tested Entered 211 Bronze 47 45k people Shortlisted 102 4 125m+ frames weeks
- 9. 9000+ variables Volkswagen Force 70 Avg, Max, Min 1.0 60 0.8 Sessions 50 % of 0.6 40 0.4 30 0.2 20 0 -0.4 0 0 50 100 150 200 250 300 Time (0.1 sec) Smoothing settings By age -0.2 10 Cohorts By gender Trends Events Cont., Dis crete Head gestures
- 10. Strongest variables Time the peaks right Make women happy at the end Don’t drop the game Disgust and recover Grow the trend Make women excited at the end Don’t start with confusion Use sadness early
- 12. Make women happy at the end SHORTLIST Peak in last third (32%) of the video 0:05 0:10 0:15 0:20 Female Male 0:25 0:30 0:35
- 14. Don’t drop the ball NOTHING Avoid falling happiness after first third of the video 0:05 0:10 Happy 0:15 0:20 0:25
- 16. Disgust and recover GOLD The bigger the range of disgust the better 0:10 0:20 Disgusted 0:30 0:40 0:50 1:00 1:10 1:20
- 18. Use sadness early GOLD Sadness at the beginning is good if it resolves in the end Sad 0:05 0:10 0:15 0:20 0:25
- 20. Don’t start with confusion NOTHING Don't confuse people in the first third of the video Confused 0:05 0:10 0:15 0:20 0:25
- 22. Leave women excited at the end BRONZE The higher the engagement in 70-85% of the video the better Female Male 0:05 0:10 0:15 0:20 0:25
- 23. Grow the trend Happy aggregated trendlines 0.14 Bronze/Silver Gold 0.13 Shortlisted 0.12 Nothing 0.11 0.10 Steeper slope = Better outcome 0.09 0.08 0.0 0.2 0.4 0.6 Relative time 0.8 1.0
- 24. Time the peaks right End 0.8 Max Happy 0.7 0.6 0.5 0.4 0.3 Min Happy Start 0.2 NOTHING MEDAL SHORTLIST GOLD
- 25. Can we predict Cannes in future? YES shortlist with 75% accuracy! AUC 0.8 0.75 0.7 0.66 0.63 0.6 In the future, medals will need more data to get a solid prediction model 0.5 MEDAL SHORTLIST GOLD
- 26. How to use it in everyday marketing? Time the peaks right Make women happy at the end Don’t drop the ball Disgust and recover Grow the trend Make women excited at the end Don’t start with confusion Use sadness early
- 27. How to use it in everyday marketing? Impact EmotionAll® Kahneman’s Peak-End Engagement Connect via emotions Attraction Hook in 8 seconds Retention Keep the audience
- 28. EmotionAll® Score Volkswagen - The Force has excellent overall performance. Better than 92% of ads Volkswagen – The Force
- 30. Short trailers or long episodes?
- 31. Which videos to invest in?
- 32. Which videos to invest in?
- 33. Consumers love emotional content
- 34. Impact Model
Editor's Notes
- Hello everyone, very glad to see you all here! My name is Mihkel and I'm the CEO of Realeyes. Realeyes helps brands, publishers and agencies to make profitable marketing decisions,by measuring what people are feeling via regular webcams in real-time. The facial tracking tech that we built over the last 6 years is truly changing consumer analytics. Cameras are now in most devices, it's easy to give access to it and people are willing to do so. At the same time, emotions that the face reveals are fundamental drivers of people's preferences and purchase decisions. Such combination of ease of use and deep information is very powerful - really glad to be at this conference and share how it is already applied in everyday marketing today. I am here with our great partners from AOL - after my introduction, Mark will take over to deliver the best part of our presentation,and share practical examples of how facial coding now works as a part of actual campaigns.
- Before we get to that, why are we all here today? If you have anything to do with advertising, you know that one way or the other, it's all about what ROI gets back to the brand. The ROI formula itself is simple: both the message and the reach need to be strong to deliver success. If either part lags behind competition, the results will be weak or even negative. On the Media side we already have great solutions to reach your audiences in all devices and situations - AOL's video platform itself with all its capabilities is one great example of that. The big problem until now has been Creative - how do you exactly measure and manage that bit? The surveys, interviews and traditional web analytics have not done a good job with it at all. That's why we have so many people annoyed with ads; and so many brands disappointed with the ROI from their media spend.
- How do you measure Creative? Most marketers now agree that emotions are crucial in advertising - evidence of that has been building up, the question has really moved from "if" to "how" - how can one measure emotions at the scale and speed of how marketing actually works? I specifically want to draw your attention to Gunn Report in its extensive work has firmly proven the link between creative awards and business results - that awards are not some soft fluffy things, but they consistently align with exceptional business results.I'll come back to that point in just a minute.
- One key message I want to leave you with today is that the emotion measurement challenge I just raised has now been solved. It's been solved by a very new and cool technology, but the roots of that solution go back to as far as 1800s. Darwin was the first to observe that some expressions in animals and men are similar, which lead him to propose that some emotions human have are biological - we're all born with them physically built into us. Ekman took that idea further in 60s and created the Facial Action Coding System that has now been the de facto standard in psychology for decades. What has happened in the last few years is that we taught computers to do the coding part. What took Ekman 2 months, now takes Amazon 2 seconds - that really changes the emotions game.
- Our tech works by tracking tiny facial movements in 3D space and translating those to 6 universal emotional states. We have further measures like attention and heart rate, but the "Ekman 6" you see on the screen are the standard ones. The tracking runs real time on any regular webcam, without any restrictions on hardware, environment or user experience. I have a demo on my laptop, pick me up to try it on yourself later. The point is that emotion measurement works. The next challenge is how exactly does that give us better marketing decisions. What emotions drive the business outcomes that matter for brands?
- I referred to Gunn Report which showed how creative awards correlate to hard business results like market share growth, sales and profit. Well, Cannes Lions is the Olympic Games of advertising - the most carefully considered award on the planet. Our thinking was that if we uncover what drives success at Cannes, we have also found the formula for business success.
- To find out what exact emotional patterns drive success at Cannes Lions we set up a specific study. We picked 458 videos that had been submitted to Cannes - some that didn't get anything, some got to the shortlist and some won different medals. It took us over 45k people to test all those ads, but operationally the whole thing took only 4 weeks to run.In total, we gathered over 125M face frames, each of them coded for all emotions that we measure.
- Apologies for this complex slide, but it is purposeful to demonstrate how rich the emotion data is. This plot here shows only one emotion and it's intensity level, for one ad, for only third of the sample on that ad. There are many ways to work with emotion data - all dimensions on the slide each create new metrics to look at. In our exercise of searching for success patterns, we made absolutely no assumptions and just looked at everything. All in all, we came up with over 9,000 different variables that went into our data mining project. The question was which ones make the difference whether the video gets awarded at Cannes or not.
- Of all those 9,000, the 8 strongest that emerged were the following: Make women happy at the end - the female happiness level in the second last seventh of the video was the single most important of everything we looked at. So it really does pay off to make women happy :) Dropping engagement levels in last two thirds of the video deterred success. Negative emotions like Disgust and Sadness were actually good, as long as they resolved by the end. Definitely avoid confusing people in the first third of the video.The more of any emotions female felt at the end, the better.Very important to grow happiness trend throughout the video.… and peaks matter - minimums as early and maximums as late as possible.
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=638&items[0].elementId=3263&measures=35&measures=107
- Maybe even without the sceen, just lines in full, you call.
- Aziz Ansari – just buying celebrity is not enough
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=656&items[0].elementId=3539&measures=35&measures=122
- In addition draw the line on slide 20 on to the image.
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=640&items[0].elementId=3296&measures=35&measures=64
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=656&items[0].elementId=3436&measures=35&measures=119
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=636&items[0].elementId=3015&measures=35&measures=63
- Link: http://delivery.realeyesit.com/SBS/Compare?items[0].studyId=640&items[0].elementId=3283&measures=35&measures=109
- LARGER
- Well, as you see on this graph we can - at least on the Shortlist level.The 75% accuracy of our model is the initial result and we plan to improve on that.After all, Cannes is only 4 months away :) For predicting medals, we still need to increase our dataset, we ran only about 50 videos for each medal. It is a neat and exciting learning to know that human emotion can predict Cannes results,but how does all that apply in daily marketing?
- Build them in one by one on click in the following order:Make Women Happy In The EndDon't Drop The GameDisgust And RecoverUse Sadness EarlyDon’t Start With ConfusionMake Women Excited In The EndGrow The TrendTime The Peaks RightArrange all the bubbles around the golden
- Beyond this Cannes study we have modelled another thousand videos against social performance like sharing, liking and organic views that videos gather online. Together, and in alignment with Cannes study, we have found that creative strength can be simply measured by those 4 dimensions: Attract people with a spike of happiness or surprise in the beginning;Retain audience by building up higher peaks and overall levels throughout;Engage as much as you can - it's not all about happiness, negative emotions also drive performance;Impact people with a strong end - the single most important of all 4. We now evaluate all these dimensions against the thousands of videos in our database,and give the end result as a single simple 1 to 10 EmotionAll® score that every marketer can just walk in and use in few minutes after seeing the results. I'm very happy to pass on the torch to Mark now. He will take over and show how that concept is actually used in real life campaigns. Thank you!