Slides from our presentation at Videomecca 2015 in Gothenburg

1. Oct 2015
The importance of emotional
impact
Realeyes

2. We measure emotions
to guide better
business decisions
Source: Prof Gerald Zaltman, Harvard Business School,
'How Customers Think’ (p40.), 2011
Over 90% of human behaviour
is driven by emotions

3. 65%* of
marketing ROI is
driven by
creative. Yet
90% of creative
is never tested.
Source: Mars & Tivo Research 2011

4. Emotion
measurement
3D modelling
allows for head movement
Cultural differences
addressed with country norms
Tackles ‘in wild’ occlusions
(glasses, beards, bad lighting etc)

5. Enhance Video
Know where to modify
video to enhance the
emotional impact.
Accurate Targeting
Know precisely how
engaged your specific
audience segments are.
Insightful Allocation
Whether it’s a low or high
performer, allocate your media
spend accordingly.
Distribute Effectively
See how to balance your
channels between paid and
earned media.
Real-world Prediction
Know how your video will
perform on social media
Getting better video directly to the right people

6. The EmotionAll® score is
a 1 to 10 performance
score, relative to the
entire emotion database
of over 6,000 videos.
Based on four metrics: Attraction, Retention,
Engagement and Impact, makes the score an
effective tool for comparing the emotional
performance of your video content.

7. The key ingredients
Attraction
Can you grab the
attention? Measured by
peak surprise during the
early stage of the video.
Retention
Can you keep it?
Measured by peak
happiness after the early
stage of the video.
Impact
Can you leave something
behind? Measured by
Daniel Kahneman’s peak-
to-end rule (peak + end) / 2
Engagement
Can you build
momentum? Measured
by peak engagement
anywhere in the video.

10. Hitting the
EmotionAll®
buttons
McDonald’s
Pay with Lovin’ (Superbowl 2015)
20%
25%
30%
35%
40%
45%
50%
Brand Shown Engagement Norm - Avg Engagement US 0-60s
Attract Impact Engage Retain
10score
views
share
s
15,900,342
15,215

11. Missing the
EmotionAll®
buttons
M&T Bank
Chris Dambach's Story
20%
25%
30%
35%
40%
45%
50%
Brand Shown Engagement Norm - Avg Engagement US 0-60s
Attract Impact Engage Retain
3score
views
share
s
8
186,826

12. 20%
25%
30%
35%
40%
45%
50%
Brand Shown
20%
25%
30%
35%
40%
45%
50%
Brand Shown
Attract Impact Retain Engage Attract Impact Retain Engage
score
3
M&T Bank | Chris Dambach's Story
186,826 810
McDonald’s | Pay with Lovin’ (Superbowl 2015)
15,900,342 15,215
views share
s
score views share
s

13. “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

14. Thank you
realeyesit.com | @realeyesit | #EmotionMirror