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Facial Expression Recognition Via Online: Russian case
This document summarizes a case study analyzing the emotional impact of 14 video ads for soft drinks broadcast in Russia. Facial expression recognition technology was used to capture viewers' unconscious facial expressions in response to each ad, which were then translated into 6 universally accepted emotions. The ads were scored based on attraction, retention, engagement, and impact. The top two scoring ads were for Lipton Ice Tea and had stronger emotional responses and higher reported happiness than 97% and 91% of tested ads, respectively. The technology provides a valuable tool for reliably measuring an ad's unconscious emotional impact.
Facial Expression Recognition Via Online: Russian case
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- 2. Emotions Metter We knowthat emotional ads are more memorable and generally more successful But how can we reliably measure an ad’s unconscious emotional impact? 2
- 3. From Creation toApplication 3
- 4. New Scalable non-verbalTechnology Unconcious facial expressions captured and translated into 6 universally accepted emotions via webcam without interrupting the user’s viewing session 4 Powerful diagnostic tool
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- 6. OUR CASE STUDY Testof 14 video ads for soft drinks broadcast in Russia 6
- 7. Methodology 14 video adsfor soft drinks 6 brands broadcast in Russia last summer 270-320 respondents (gender and age quoted) per ad Online survey (CAWI) 7 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 whetherthe 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. 8 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 9 Total Score Attrac- tion Reten- tion Engage ment Impact Lipton IceTea 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 andBottom 2 ads Lipton Ice Tea Fan Lipton Ice Tea Slap Lipton Ice Tea – New Flavor Coca-Cola Since 1886 10 Best ads Worst ads
- 11. Lipton Ice TeaFan: Measures Scored better than 97% of tested ads 11
- 12. Lipton Ice TeaSlap: Measures Scored better than 91% of tested ads 12
- 13. Lipton Ice Tea– New Flavor: Measures Better than 4% tested ads 13
- 14. Coca-Cola Since 1886:Measures Better than 4% tested ads 14
- 15. Emotional Behavior Emotions forTop-2 ads are stronger and “Happiness” increases 15
- 16. Moment-by-Moment View ofEmotional Response 16
- 17. WHAT IS THEOUTPUT? Value of the technology 17
- 18. Is it ReallyEffective? Direct correlation between emotional involvement and liking Source: Realeyes, Toluna. Test of 18 ads shown during the 2012 Summer Olympics 18
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- 21. THANK YOU FORYOUR ATTENTION! Natalia Khazeeva NewMR CEO Natalia.khazeeva@newmr.ru +7495 926 85 46 21
Editor's Notes
- #10 Not all global brands ads were highly evaluated by Russian audience
- #12 Achieved the lowest levels of negative emotions and highest levels of “Surprise” and “Happy”
- #13 Again, high levels of “Happy” and “Surprise” over the ad
- #14 Perceived as the most “neutral” ad among Lipton Ice Tea ads
- #15 Arouses “Sadness” among respondents. Number of respondents experienced “Happiness” is low