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Emotion measurement can identify which ads sell


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We partnered with Mars, Incorporated and their Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science to investigate what drives video advertising success. Our research study established that our emotion measurement technology can distinguish between ads with high and low sales lift with 75% accuracy across our dataset.

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Emotion measurement can identify which ads sell

  1. 1. Emotion measurement can identify which ads sell Mihkel Jäätma CEO / Founder Realeyes @Realeyesit #ARFannual17
  2. 2. Hello
  3. 3. *Source: Prof Gerald Zaltman, Harvard Business School, 'How Customers Think’ (p40.), 2011 Over 90% of human behaviour is driven by emotions* Using webcams and the latest computer vision and machine- learning technologies, we measure how people feel as they watch video content online.
  4. 4. $9.9bn Digital spend on video content in US 2016. Video is growing. Fast. 75m People in US watch online videos everyday 3kTotal YouTube channels owned by Top 100 brands 0 5 10 15 20 25 30 2014 2015 2016 2017 2018 2019 2020 Spend $bn Vimeo eMarketer
  5. 5. Brands struggle to stand out in an oversaturated environment.
  6. 6. “We need to avoid the ‘crap trap’ of content” – Marc Pritchard, CMO of P&G “Great Creative is kryptonite to ad blocking” – Gayle Fuguitt, Chief of Customer Insight and Innovation Foursquare "Empathy is the superpower of building brands right now.” - Frank Cooper: CMO, Buzzfeed "Most of the ads today deserve to be blocked" – Jeremy (Yoram) Wind, Professor of Marketing, The Wharton School of the University of Pennsylvania “Emotional data will eventually become much more important” – Tracey Follows, CSO and IO, The Future Laboratory. “Emotion is the main profit driver for brands. Creativity matters” – Les Binet, Head of Effectiveness Adam & Eve DDB
  7. 7. “Good” starts with the creative. Creative is the most important, and most overlooked driver of marketing success.
  8. 8. Testing times for video Brands go to great lengths to gain audience insight to video, but none of them are linked to real-world outcomes. Surveys Focus Groups Dial Testing EEG Heart Rate Click Skip Implicit Reaction
  9. 9. Prepare for sales lift! Emotion measurement that can identify ads which sell.
  10. 10. We partnered with Mars, Incorporated to investigate what drives video advertising success. The study was designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science.
  11. 11. Objective/ Identify ads with high sales potential, using emotion measurement via facial coding through webcams Essential for Mars, Incorporated to understand how to create successful videos Verify whether a video hits the mark before spending on media
  12. 12. Mars, Incorporated provided single- source sales data indicating high or low sales impact for each of the 149 ads Realeyes collected emotion data on each of the ads Created a predictive model to validate which emotional patterns matter Methodology/ Using World’s largest emotion database linked to sales
  13. 13. • Model differentiates between ads with high and low sales lift impact. • Rigorously validated with advanced statistical methods. • Robust model performance across product categories and countries indicates the model may be universal across product verticals. 4 Categories 6 Countries Results 75% accuracy based on emotions and behavioural signals
  14. 14. Results Example variable: Keep happiness growing • Variable 1: time of happiness growing vs time of happiness falling • Successful ads grow happiness for longer than having it falling, unsuccessful less so • Absolute level of happiness matters less than the dynamics of it developing over time
  15. 15. Conclusion Facial coding provided a model that enabled to separate good ads (proven in-market sales) from bad (zero/low sales) with 75% accuracy Could guide smarter media spend decisions, at scale Next: explore how the key success signals can inform creative processes
  16. 16. “People will forget what you’ve said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
  17. 17. Thank you @realeyesit Mihkel Jäätma Realeyes