Measuring Emotions Better marketing decisions through emotional insights Emotional intelligence
Realeyes
May 09, 2015
Realeyes enables brands, publishers and agencies make profitable marketing decisions by measuring human emotions via webcam in real-time.
Realeyes at I-COM, April 2014, Seville:
"It's an honour to win both the audience vote and the official judges selection but, more importantly, it validates how we're helping marketers to make better decisions," says Mihkel Jaatma, Realeyes' CEO. "The industry is obsessed with automation, numbers and targeting whilst the creative quality is often overlooked. Yes, programmatic allows hitting the right people at the right time but if the ad itself is poor its wasted money and damaging to the brand. Emotion analytics, which offers the scale and speed of programmatic media, avoids this, improving the quality and distribution of your creative"
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Measuring Emotions
Better marketing decisions through emotional insights
Emotionalintelligence
Reach
What does the marketer want?
Rational
Quantity
Relevance
What does the consumer want?
Emotional
Quality
Relevance
Massive opportunity for improvement
Emotional
Quality
Reach
Rational
Quantity
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
Facial coding demo
Uses a mix of 2D and 3D modelling to measure emotions.
Compensates for adverse lighting conditions and occlusions.
How does it work
People view content at home, on their own device like a normal everyday experience.
Collect
Emotions are gathered from all audiences and processed in real-time.
Crunch
Results instantly available online, easily accessible and presentation-ready
Report
Media Planning
Adding value at every stage
Distribution Decisions
Performance Analysis
Performance Analysis
Performance Analysis
Creative Testing
Creative TestingBrand
Agency
MediaCompany
Pre-testing Launch Post-measurement
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.”
Volkswagen - The Force has excellent overall performance.
Better than 92% of ads
EmotionAll® Score
Volkswagen – The ForceVolkswagen – 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 %
High EmotionAll® drives social performance
Source: Realeyes analysis of 1045 YouTube videos, June 2014
Time (Days)
Videos score EmotionAll® 7 and 9
Run with EmotionAll 9, rather than both
Multip
lied Pe
rform
ance
EmotionAll® 9
EmotionAll® 7
21 3 4 5 6 7 8 9 10 11 12 13 14
2
4
6
8
10
124 x better
performancethan running with
both
Source: Heineken “Dropped” Campaign 2013
More performance – same media spend
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 actions(per 1000 views)
12x12.9
Challenge
Creative Media ROI+ =
Hard to measure, until now
Engage with emotional
stories
Inefficient to push, how to create pull?
Target reaction, not just
audience
Emotions drive both ROI levers
Solution
EmotionAll® MediaAction
ROI+ =
AttractRetainEngageImpact
OptimiseReallocate
Pull Earned Media
Brand LiftPurchase IntentView-throughSocial Sharing
Create Distribute Measure
"Realeyes provides AOL with a great technology that helps us measure the emotional response to branded video. Pairing it with our experience in syndication, Realeyes helps us deliver the highest possible ROI back
to clients instantly.”
Mark MellingDirector of Video Strategy
AOL International
"At last, performance analytics on the actual impact the video had on the target audience. The project ran ultra-smoothly under a tight weekend deadline and we/our client were impressed with easy-to-
understand deliverables. You guys rock!”
Amy KeanHead of Futures
Havas Media
"Realeyes is the best of the facial coding providers because of their deep experience, user friendly interface, global perspective on cultural
differences and relevant norms, R&D bench strength and innovative spirit.”
Elissa MosesEVP, Neuroscience and Emotion
Ipsos
“People will forget what you said, people will forget what you did but people will never forget how you made them feel.”Maya Angelou – Poet, author and activist
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