Emotions Drive Better Video Performance

IIeX 4th December 2014 | Sydney, Australia

“Only a small portion, 7% is tagged and an immaterial portion 1% is analyzed.” Mary Meeker, KPBC

May 28, 2014

Insight Big data > information > Knowledge > Insight

Emotion Measurement is BIG DATA

10 Data points per frame

x8> Frames per second

x30 Second advert

x300 People in typical test

We turn big data in to useful, analytics

Optimise Content

•  Pick strongest videos to launch

•  Modify content to raise impact

Predict Media Performance

•  Target audiences with the strongest reactions

•  Scale spend towards stronger emotions to maximise ROI

Evaluate Campaign Effectiveness

•  See how audiences respond to your content to inform future media distribution

 

Reporting Dashboard

Easy to read, second by second charts with customisable views and data segments (emotions, heart-rate, gender, etc)

EmotionAll® is a simple, presentation-ready overview report, including a 1 to 10 performance score.

Slice-n-dice data

Snapshot Performance score

Benchmark single videos or entire campaigns against norms from similar categories, markets and geographies.

Compare norms

“We are not thinking machines that feel, rather, we are feeling machines that think.” Prof. Antonio Damasio,

University of South California

Worst case of Road Rage Ever - YouTube

Alfred Eisenstaedt 1945, Life Magazine 

Crying de Niro on Katie Couric Talk Show

Worst case of Road Rage Ever - YouTube

Neymar scoring a penalty for Brazil 2014

Emotions Drive Behaviour

“Consumer decision making is driven by emotions” Prof. Norbert Schwarz 2000

Metacognitive Experiences in Consumer

Judgment and Decision Making

Image: Confessions of a Shopaholic, Touchstone Pictures, Jerry Bruckheimer Films 2009

Emotions Drive Behaviour

Response to video

Click, Share …Buy

The cognitive process of the brain has two systems:

System 1

An intuitive emotional connection

System 2

A conscious cognitive activity

Emotions Drive Behaviour

Emotions Drive Behaviour

“People are 64% more likely to buy a product or service online after watching a video.” Comscore – Fold 7 Blog

Online Activity Watching Video

1/3 Source: ‘Insivia’

Social Actions Drive Referrals & Sales

Purchase After Sharing Source: Vision Critical survey of 6,000 people in UK, June 2014 Site Referrals Source: Shareaholic Traffic Referrals over Q3 2014

Facebook Users

73%

Purchase After Sharing

38% Site Referrals

24%

Emotions Drive Social Actions

Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos

Higher emotional content increases shares and views  

Emotions Drive Social Actions

Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos

Higher emotional content increases shares and views  

Emotions Drive Social Actions David Jones – Things We Do for Love, Prediction  

David Jones YouTube Shares to date  

Things we do for love

 

Wow starts Now

 

499,282 Published 11.07.2013

735,529 Published 11.03.2014 A much more emotional narrative More generic “buy nice things” at Xmas

David Jones Realeyes Happiness Chart View  

David Jones Realeyes Happiness Chart View  

Drive Your Drive Media Plan With Emotional Intelligence

1-3 4-5 6-7 8-10 EmotionAll® Score

Pre-Roll Social Channel Split

High Low Cost Per View

Views Paid Earned

70% 30 70% 30

Two Methods of Collecting Emotion Data

1. Controlled Sample

•  A sample size chosen by client to suit target demographic

•  Ideal for optimising creative before launch

•  Great for predicting media performance.

2. Live Emotion Testing

A world first!

Launched in October for AOL

Now Mumbrella

•  Viewer clicks play on video

•  Prompted to allow / deny

webcam access

•  Watches video

Mumbrella Live Audience Tracking

Try it yourself! www.mumbrella.com/

#DavidJonesLive

@realeyesit

Thank you