Unique technique for ad effectiveness measurement

1. Onlinе Facial Expression
Recognition
Russian Case Study

2. Emotions Metter
We know that emotional ads are more memorable
and generally more successful
But how can we reliably measure an ad’s
unconscious emotional impact?
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3. From Creation to Application
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4. New Scalable non-verbal Technology
Unconcious facial expressions captured and
translated into 6 universally accepted
emotions
via webcam
without interrupting the user’s viewing
session
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Powerful diagnostic tool

5. How Emotions Captured
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6. OUR CASE STUDY
Test of 14 video ads for soft drinks broadcast in Russia
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7. Methodology
14 video ads for soft drinks
6 brands broadcast in Russia last summer
270-320 respondents (gender and age quoted) per ad
Online survey (CAWI)
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Coca-Cola (3 ads) Sprite (1 ad)
Lipton Ice Tea (4 ads) Laimon Fresh (2 ads)
Pepsi (2 ads) Beverage from
Tchernogolovka (2 ads)

8. Scoring Approach
Attraction:
denotes whether the stimulus
manages to grab the viewer’s
attention.
Retention:
represents how well the stimulus
maintains the attention of its audience.
Engagement:
the overall emotional reaction to the
media.
Impact:
determined by the levels of happiness
invoked at their peak and at the end.
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Consists of:
20% attraction,
20% engagement,
30% retention,
30% impact
Compared with
the benchmark
based on 311
ads and 47 872
ad viewings

9. Test Results
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Total
Score
Attrac-
tion
Reten-
tion
Engage
ment
Impact
Lipton Ice Tea Fan 8 8 8 8 9
Lipton Ice Tea Slap 7 5 7 8 8
Buranovskye Grandmothers 6 8 6 6 4
Beverages from
Tchernogolovka. Don't Make
Nature Angry 2 6 6 7 7 6
Lipton Ice Tea Dance 5 5 4 5 4
Beverages from
Tchernogolovka. Don't Make
Nature Angry 5 6 5 6 4
Limon Fresh Naturality Style 5 5 4 6 4
Pepsi Deep Drink 4 5 4 5 4
Pepsi Max 4 6 2 5 3
Laimon Fresh Created by Nature 4 6 3 6 3
Coca cola Better at Home 4 6 3 5 3
Coca cola Russia at Euro 2012 4 4 3 6 4
Lipton Ice Tea New Flavor 3 3 2 4 2
Coca Cola Since 1866 3 5 2 5 2

10. Top 2 and Bottom 2 ads
Lipton Ice Tea Fan Lipton Ice Tea Slap
Lipton Ice Tea – New Flavor Coca-Cola Since 1886
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Best ads
Worst ads

11. Lipton Ice Tea Fan: Measures
Scored better than 97% of tested ads
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12. Lipton Ice Tea Slap: Measures
Scored better than 91% of tested ads
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13. Lipton Ice Tea – New Flavor: Measures
Better than 4% tested ads
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14. Coca-Cola Since 1886: Measures
Better than 4% tested ads
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15. Emotional Behavior
Emotions for Top-2 ads are stronger and “Happiness”
increases 15

16. Moment-by-Moment View of Emotional
Response
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17. WHAT IS THE OUTPUT?
Value of the technology
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18. Is it Really Effective?
Direct correlation between emotional involvement and liking
Source: Realeyes, Toluna.
Test of 18 ads shown during the 2012 Summer Olympics
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19. Advantages:
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20. Benefits:
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21. THANK YOU FOR YOUR ATTENTION!
Natalia Khazeeva
NewMR CEO
Natalia.khazeeva@newmr.ru
+7495 926 85 46
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