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
