Our thoughts and feelings drive our decisions, from the smallest ones, like what to watch on TV, to bigger ones like who to vote for.
When I was 14, the album Soul Mining by The The stopped me in my tracks. In a sea of plinky vapidity of mid-80’s pop music, the bittersweet lyrics, moody introspection and epic musicality of this album was a beacon.
The great portrait of Mona Lisa by Leonardo da Vinci is one of the most famous paintings in art history. The ambiguity of her expression, often described as enigmatic, is maybe due to her slightly bemused smile. A slight smile that suggests that she maybe holding back a secret.
We’re very pleased to announce the launch of our global partnership with MediaCom, who will be incorporating Realeyes’ emotional intelligence into their creative testing and media planning processes.
We partnered with data providers Lucid and insights platform Qualtrics to test the emotional reactions of over 3000 people in the US, collecting over 20,000 ad views to 72 Superbowl adverts in record time.
Like a lot of the US, we at Realeyes were glued to our screens on Super Bowl Sunday – but it wasn’t for the game. It was so we could collect every ad shown during the game and test people’s emotional responses to them.
We partnered with data providers Lucid and insights platform Qualtrics to bring you the definitive ranking of the most emotionally engaging ads of #SuperBowl50. Using Lucid’s Fulcrum unit, we tested 72 ads on over 3000 people in the US in record time.
The Realeyes platform measures how people feel while they watch video content online. People share access to their webcams for the duration of the video, and their facial expressions are tracked, processed and analysed in the cloud. Results appear on our online dashboard in near real-time.
Speed being of the essence to avoid general Superbowl fatigue, we drew on the full scale of Lucid’s access to consumer data for the fastest turnover. We collected over 15000 views and analysed 6.7 million frames in just three hours – enough data to create reliable reports on all 72 ads.
And the winner is….
Doritos chose to run not one but two user-generated contenders for the last year of their ‘Crash the Superbowl’ campaign – both made it into our Top 10. But while ‘Dogs’ is entertaining but gentle, with a group of pets trying to raid a store, ‘Ultrasound’ is the more divisive offering. It drew mixed reactions and plenty of attention online ahead of the game, but it ultimately seems to have paid off. It pipped Marmot’s ‘Love the Outside’to the post, scoring better than 99% of the ads in our database.
This year’s worst ad was Colgate’s #EveryDropCounts, which only scored an EmotionAll3 and was a whopping 78% worse than Doritos’ winner – worse even than Xifaxan’s walking bowels and the ad about opiod-induced constipation. Although a valiant effort with an important message, the ad lacked impact and fell flat. Some may argue that the Superbowl is not the place for PSAs, but Budweiser’s own ‘don’t drink and drive’ message, #GiveADamn, broke into the Top 20. A string of insults aimed at drink drivers delivered by Helen Mirren appears more emotionally engaging – perhaps it’s the accent.
Film trailers, no matter how highly anticipated, weren’t able to break into the top 20. The highest scoring trailer is the Jungle Book at slot 25, and perhaps surprisingly, a fair few made it into the bottom scorers.
Here are the bottom 10 scorers…
We partnered with audience platform Lucid to to test the emotional reactions of over 4,5000 people in the US, collecting over 18,000 ad views to 66 Olympic commercials.
Every year at Realeyes, we collect the best festive offerings and create a top 10 ranking of the most emotional ads of the season. This is no poll or subjective ranking – it’s based on the real-time emotional responses of customers.
Most shared ad to date
Double the happiness
Moving away from ‘sadvertising’
Emotions drive appeal
Feeling requires substance
Deck the screens with boughs of holly – it’s that time of the year again, when retailers battle it out for the best Christmas advert of the season. We partnered with audience platform Lucid to test the emotional reactions of over 4,500 people in the UK, collecting over 19,000 ad views to 65 of this year’s Christmas adverts.
Christmas ads are always a big talking point – John Lewis’ #ManOnTheMoon was so eagerly awaited it had its own countdown this year, but was it as successful as the media coverage implied? We applied emotion recognition to test 30 ads from the UK’s top retailers, capturing the emotions of nearly 1500 viewers to understand how good these Christmas ads actually are at engaging people, which ones did it best, and why. As advertisers become ever better at playing our emotional strings, it seems the answer is still a strong narrative done with warmth and humour – and plenty of Christmas cheer.