clickz live ny - 02/04/14
DESCRIPTION
Presentation Slides for the ClickZ Live event in New York. 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. We demonstrated how the latest advancements in automated facial coding via regular webcams have put emotion analytics into the daily toolkit of every marketer. To showcase how accessible and scalable facial coding has grown, a case study will be presented of Cannes Lions submissions, exploring if and how exactly emotions can be used to measure creative excellence. 467 videos were tested with 45,000 people in just few weeks, yielding actionable learnings into business-outcome-oriented assessment of content quality. This session will take those findings and demonstrate how they 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. Case studies will be presented on how emotional analytics helped to drive higher ROI for LG and Heineken. The session will conclude with a framework on how advertisers can maximize the ROI of their branding investments.TRANSCRIPT
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