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Realeyes Presentation At Neuromarketing World Congress

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Information about Realeyes Presentation At Neuromarketing World Congress
Marketing

Published on March 7, 2014

Author: realeyes-slides

Source: slideshare.net

Description

emotions, video, facial coding, marketing roi
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Facial Coding Cannes Lions The way to boost ROI of every video campaign

Where’s the problem?

A very quick history…

Science as beautiful as the results

Science as beautiful as the results

Since 1956 Benchmark for excellence in creative 36,000 entries 92 countries 15 categories Internet film chosen category Comprehensive judging Submission > Shortlist > Medals > Winners

Cannes Study Gold 49 Silver 49 458 videos tested Entered 211 Bronze 47 45k people Shortlisted 102 4 125m+ frames weeks

9000+ variables Volkswagen Force 70 Avg, Max, Min 1.0 60 0.8 Sessions 50 % of 0.6 40 0.4 30 0.2 20 0 -0.4 0 0 50 100 150 200 250 300 Time (0.1 sec) Smoothing settings By age -0.2 10 Cohorts By gender Trends Events Cont., Dis crete Head gestures

Strongest variables Time the peaks right Make women happy at the end Don’t drop the game Disgust and recover Grow the trend Make women excited at the end Don’t start with confusion Use sadness early

Make women happy at the end SHORTLIST Peak in last third (32%) of the video 0:05 0:10 0:15 0:20 Female Male 0:25 0:30 0:35

Don’t drop the ball NOTHING Avoid falling happiness after first third of the video 0:05 0:10 Happy 0:15 0:20 0:25

Disgust and recover

Disgust and recover GOLD The bigger the range of disgust the better 0:10 0:20 Disgusted 0:30 0:40 0:50 1:00 1:10 1:20

Use sadness early GOLD Sadness at the beginning is good if it resolves in the end Sad 0:05 0:10 0:15 0:20 0:25

Don’t start with confusion NOTHING Don't confuse people in the first third of the video Confused 0:05 0:10 0:15 0:20 0:25

Leave women excited at the end BRONZE The higher the engagement in 70-85% of the video the better Female Male 0:05 0:10 0:15 0:20 0:25

Grow the trend Happy aggregated trendlines 0.14 Bronze/Silver Gold 0.13 Shortlisted 0.12 Nothing 0.11 0.10 Steeper slope = Better outcome 0.09 0.08 0.0 0.2 0.4 0.6 Relative time 0.8 1.0

Time the peaks right End 0.8 Max Happy 0.7 0.6 0.5 0.4 0.3 Min Happy Start 0.2 NOTHING MEDAL SHORTLIST GOLD

Can we predict Cannes in future? YES shortlist with 75% accuracy! AUC 0.8 0.75 0.7 0.66 0.63 0.6 In the future, medals will need more data to get a solid prediction model 0.5 MEDAL SHORTLIST GOLD

How to use it in everyday marketing? Time the peaks right Make women happy at the end Don’t drop the ball Disgust and recover Grow the trend Make women excited at the end Don’t start with confusion Use sadness early

How to use it in everyday marketing? Impact EmotionAll® Kahneman’s Peak-End Engagement Connect via emotions Attraction Hook in 8 seconds Retention Keep the audience

EmotionAll® Score Volkswagen - The Force has excellent overall performance. Better than 92% of ads Volkswagen – The Force

Short trailers or long episodes?

Which videos to invest in?

Which videos to invest in?

Consumers love emotional content

Impact Model

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