Mindshare Media Summit - Adapting to Emotions

Adapting to Emotions

What drives people and how to use it in marketingRiyadh, 19th May

2014

Reach

What does the marketer want?

Rational

Quantity

Relevance

What does the consumer want?

Emotional

Quality

Relevance

To connect, you need to adapt

Emotional

Quality

Reach

Rational

Quantity

What we experience can’t be consciously expressed with accuracy

The subconscious drives decisions, yet 90% of ad measurement still uses conscious self-reporting

Subconscious drives 90% of human behavior and

decision-making

Less than 10% of marketers are using subconscious

reporting methods

A Quick History

1800s 1960s 2010sEmotions Facial coding Automated

Darwin studied the similarities in expression between man and ape

Dr Ekman’s facial coding became the de facto standard in psychology for decades

Realeyes taught computers to do the coding

Live Demo

Multiplying effectiveness

Les Binet & Peter FieldMarketing in the Era of Accountability

“Emotional advertising is more effective and more profitable than rational campaigns.”

Donald GunnThe Gunn Report

“Creatively awarded advertising is 11x more efficient in market share growth.”

Predicting success

Since 1954

Benchmark for excellence in creative quality

36k Entries

92 countries and 15 categories

JudgingSubmission > Shortlist >

Medals

125m+frames with faces

45kpeople

4 wkturnaround

47

47 49

47

49

47

102

212

457Ads

Cannes case study

9000+ variables

TrendsSmoothing

Avg, max, min

ContinuousDiscreteEvents

1.0

0.8

0.6

0.4

0.2

0

-0.2

-0.4

00 05 10 15 20 25 30 second

s

Key patterns for success

Don’t drop the ball (happiness)

Use sadness early

Don’t start with confusion

Make women excited at the

end

Make women happy at the

end

Use disgust but recover

Make women happy at the end

Female

Male

0:05 0:10 0:15 0:20 0:25 0:30

Peak in the last third of the video

SHORTLIST

Don’t drop the ball

Happy

0:05 0:10 0:15 0:20 0:25

NOTHING

Avoid falling happiness after

first third ofthe video

The more emotions the better

0.14

0.13

0.12

0.11

0.10

0.09

0.08

0.0 0.2 0.4 0.6 0.8 1.0

Bronze / SilverGold

Shortlisted

Nothing

Relative time

Happy aggregated trendlines

Steeper slope =

Better outcome

0.50

0.60

0.70

0.80

0.75

0.66

0.63

Can we predict Cannes Lions in future?

YESshortlist with

75% accuracy!

In the future, medals will need more

data to get a solid

prediction model

SHORTLIS

T

Volkswagen - The Force has excellent overall performance.

Better than 92% of ads

EmotionAll® Score

Volkswagen – The Force

54,440YouTube views

59,359,723YouTube views

8Facebook shares

1,367,366Facebook shares

5Tweets

101,572Tweets

EmotionAll® Score 4

EmotionAll® Score 9

Volkswagen – The Force

Ford – Fiesta Fuel

Happiness %

Automotive Case Study

2.5xViews on YouTube

Social action conversion

7.5x

Consumers love emotional content

Videos with top quartileEmotionAll® score had:

11

4k+

3

30”/2’

videos markets

people duration

Short trailers or long episodes?

Which videos to invest in?

Which videos to invest in?

EmotionAll® score

The strongest videodrove 12 x more social actions

than average

Cambodia Episode

97

73%26% 3x

1.1

Roulette Episode Difference

Avg view to end

Social action conversion rate

12x12.9

Relevance

Adapt to really connect with your audience

Emotional Quality

Reach Rational Quantity

Realeyes Model

Optimise media

ROI+ =

Optimise engagement

Reallocateto maximise performance

Brand lift Purchase Intent

Social engagement

Refine creative