What does the future of advertising look like? CEO Mihkel Jaatma presented at the Wharton Future of Advertising Program’s 2016 Annual Meeting on Realeyes' vision of the future.

1. Nov 2016
Future of Advertising.
Let’s get emotional.

2. By 2020 we will have
fewer but better ads

3. “Better” starts
with the creative.
Creative is the most important,
and most overlooked driver of
marketing success.
Source: Mars Inc. & Tivo Research’ TRA single source methodology’ (p9.), 2011

4. “We need to avoid the
‘crap trap’ of content”
– Marc Pritchard, CMO of P&G
“Great Creative is
kryptonite to ad blocking”
– Gayle Fuguitt, CEO of ARF
“Empathy is the superpower of
building brands right now. It will be
the difference between brand that
excel and those that struggle”
– Frank Cooper: Chief Marketing and Creative
Officer, Buzzfeed
“…agencies need to think smarter, like
using automation to improve
efficiency, and offer higher "value-
added" services in data, insight,
analytics content and other areas
beyond paid-for media.”
– Stephen Allen CEO MediaCom
“Emotional data will eventually
become much more important to
marketers than behavioural data.
– Tracey Follows, Chief Strategy and Innovation
Officer, The Future Laboratory.

5. Emotion measurement
can guide better
marketing decisions
Source: Prof Gerald Zaltman, Harvard Business School,
'How Customers Think’ (p40.), 2011
Over 90% of human behaviour
is driven by emotions

6. MEDIA EMOTIONS OUTCOMES
8,000+ videos
60+ countries
+1.4m viewers
+ 35b data points
Basic emotions
Attention metrics
Audio emotions
75% accuracy in
identifying TV ads
with high/low
sales lift
78% accuracy in
identifying movie
trailers with
high/low social
media success
67% accuracy in
identifying charity
ads with high/low
donations
We’ve already got
started.
Money is now moving from
media (how much) to creative
(how good).
Soon, better metrics and
measurement will supply the
confidence to advertise less.

7. “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

8. Thank You!