clickz live ny - 02/04/14

Facial Coding

A New Model For Video

Measurement

Where’s the problem?

Multiplying effectiveness

Les Binet & Peter Field

Marketing in the Era of Accountability

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

Donald Gunn

The Gunn Report

“Emotional advertising is eleven times more efficient in market share growth.”

A Quick History

1800s 1960s 2010sEmotions Facial coding Automated

A Quick History

Science as beautiful

as the results

Science as beautiful

as the results

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

4 102

5 212

457

Ads

Gender

Age

Head gestures

Continuous

Discrete

Events

Trends

Smoothing

Avg, max, min

Engagement

Happiness

NeutralValence

Surprised

Approach

Sadness

Disgust

Confusion

AttentionFearHeart rate

1.0

0.8

0.6

0.4

0.2

0

-0.2

-0.4

Time

0 5 10 15 20 25

30

Strongest Patterns

• Make women happy at

the end

• Don’t drop the game

• Disgust and recover

• Use sadness early

• Don’t start with

confusion

• Make women excited

at the end

• Grow the trend

• Time the peaks right

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

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

Don’t drop the ball

Happy

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

NOTHING

Avoid falling

happiness after

first third of

the video

Disgust and recover

Disgusted

0:10 0:20 0:30 0:40 0:50 1:00 1:10 1:20

The bigger the

range of disgust

the better

Use sadness early

Sad

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

Sadness at the

beginning is good if

it resolves in the

end

Don’t start with confusion

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

Confused

NOTHING

Don't confuse

people in the first

third of the video

Leave women excited at the end

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

Female

Male

The higher the

engagement in

70-85% of the

video the better

Grow the trend

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

Time the peaks right

NOTHING

SHORTLIST

End 0.8

0.7

0.6

0.5

0.4

0.3

Start 0.2

Max Happy

Min Happy

0.75

0.66

0.63

0.50

0.60

0.70

0.80

Can we predict Cannes in future?

YESshortlist with

75% accuracy!

In the future,

medals will

need more data

to get a solid

prediction

model

SHORTLIST

AttractionHook in 8 seconds

RetentionKeep the audience

EngagementConnect via

emotions

ImpactKahneman’s Peak-

End

EmotionAll®

Volkswagen - The Force has

excellent overall performance.

Better than 92% of ads

EmotionAll® Score

Volkswagen – The ForceVolkswagen – The Force

11videos

3markets

4k+people

30”/2’

duration

Short trailers or long episodes?

Which videos to invest in?

Which videos to invest in?

EmotionAll™ score

The strongest video

drove 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

Consumers love emotional content

3xmore likely to watch

to the end

8xhigher click through

rate

20xsocial action conversion

100xquicker in attracting

views

Impact Model

Creative Media ROI+ =

Attraction

Retention

Engagement

Impact

Syndication

Optimisation

Sharing

Brand Favourability

Purchase Intent

Brand Awareness

Create Distribute Measure

Facial Coding is already used by

+150 Fortune 500 brands