facial coding cannes lions - how that helps drive roi of every video campaign

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Emotions drive much of consumer behaviour and as such have been of high interest to brands for a long time. However, no tools have been available for measuring human emotions at the scale and speed at which marketing actually works today. This session demonstrates how the latest advancements in automated facial coding via regular webcams have now brought human emotions into the daily toolkit of every marketer. To showcase how accessible and scalable facial coding has grown, Mihkel will present a case study of Cannes Lions submissions exploring if and how exactly emotions can be used to measure creative excellence. 458 videos were tested with 45,000 people in just few weeks, yielding actionable learnings into business outcome oriented assessment of content quality. Mark will take those findings and demonstrate how those are actually used to deliver effective video campaigns. AOL is driving the online branded entertainment market globally in terms of the technology stack and methodological approach. Mark will present case studies on how emotional analytics helped to drive higher ROI for LG and Heineken. Session concludes with a framework how advertisers can maximize the ROI of their branding investments.

TRANSCRIPT

Facial Coding Cannes LionsThe way to boost ROI of every video campaign

Facial Coding Cannes LionsThe way to boost ROI of every video campaignInsight Innovation eXchange

Where’s the problem?

A very quick history…

Science as beautifulas the results

Science as beautifulas the results

Internet filmchosen category

Comprehensive judging

Submission > Shortlist > Medals > Winners

Since 1956Benchmark for

excellence in creative

36,000 entries92 countries15 categories

Cannes Study

45kpeople

125m+frames

Entered 211

Shortlisted 102

Bronze 47

Gold 49

Silver 49

458videos tested

4weeks

9000+ variablesVolkswagen Force

70

60

50

40

30

20

10

0

1.0

0.8

0.6

0.4

0.2

0

-0.2

-0.4

Sess

ions

Time (0.1 sec)

0 50 100 150 200 250 300

Avg, Max, Min

Smoothing settings

% of

Cohorts

Trends EventsCont.,

Discrete

Head gestures

By age

By gender

Strongest variables

Don’t drop the game

Use sadness

early

Make women

happy at the end

Disgust and

recover

Make women

excited at the end Don’t start

with confusion

Time the peaks right

Grow the trend

Grow the trend

0.14

0.13

0.12

0.11

0.10

0.09

0.080.0 0.2 0.4 0.6 0.8 1.0

Bronze/SilverGold

Shortlisted

Nothing

Relative time

Happy aggregated trendlines

Steeper slope =

Better outcome

0.8

0.7

0.6

0.5

0.75

0.66

0.63

Can we predict Cannes in future?

YESshortlist with

75% accuracy!

In the future, medals will need more data to get a solid prediction

model

AUC

GOLDMEDALSHORTLIST

AttractionHook in 8 seconds

RetentionKeep the audience

ImpactKahneman’s Peak-End

EngagementConnect via emotions

EmotionAll®

How to use it in everyday marketing?

Short trailers or long episodes?

Which videos to invest in?

Which videos to invest in?

Consumers love emotional content

Impact Model

Thank you

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