Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption & U.S. Patent

More Brands Using AI-Powered Facial Coding Technology Over Surveys To Gain A True Understanding Of Human Response and Video Creative Performance

Realeyes, a pioneer and leader in video attention measurement, announced today that its flagship PreView SaaS product has exceeded industry expectations by initiating a blue-chip roster of brand clients including Mars Inc, Church & Dwight and Hershey’s among others. The company also has completed a breakthrough creative and media analytics assignment for influential political data firm Hawkfish, and has established a strategic partnership in Japan with NEC, a leader in the integration of IT and network technologies.

TikTok UGC and Brand Videos Outperform Other Ad Formats In Driving Attention In Mobile

The popularity of TikTok is surging thanks to the app’s ability to empower people to create, share and discover highly engaging video content. As users of the app quickly learn, TikToks unlocks creativity and authenticity that make for highly luring videos. These videos often feature the world’s largest consumer brands, stemming from both amateur creators, professional creators and the brands themselves.

To help brands understand the potential of TikTok, we independently tested in mobile environment user-generated (UGC) TikTok videos, brand-generated TikTok videos, recent Facebook ads and other conventional TV-style video ads for 11 major consumer brands. . UGC videos chosen were popular ones tagged to the brand, and many had view counts over one million.

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Key Findings

Both brand and user-generated TikTok videos outperform Facebook and conventional ads on Realeyes Quality Score. TikTok UGC videos scored 22% higher than TikTok brand videos, 32% higher than Facebook ads, and 46% higher than conventional ads.

Super Bowl LV Ads Lose Attention, Media Costs Rise

With a global pandemic and a divisive political climate, Super Bowl LV was an unprecedented year for advertisers to show off their creative chops on one of the grandest advertising stages. Realeyes continued its tradition of tracking human response to these highly anticipated video advertising creatives.

Super Bowl LV Highlights

Average Realeyes Attention Quality Score of ads in Super Bowl LV was 4.3 out of a possible 10, down from 5.5 in 2018. After 3 years of decline, the Quality Score of ads is trending near bottom.

Super Bowl LV Ads - Chart 1 - Creative Performance

The Creative Efficiency of all Super Bowl ads measured was 36%, meaning that the average creative asset applied against 1,000 impressions is estimated to have yielded 360 quality exposures. That means that a reach goal of 1,000 quality exposures would have required 3,160 impressions.

Super Bowl LV Ads - Chart 2 - Creative Efficiency

At $5.6 million per average 30-second spot, $2.0 million of media was invested
efficiently on average while $3.6 million was wasted. The most efficient creative was Reddit’s “Reddit -5s” ad, at 86%, while the lowest was Chipotle’s “Can A Burrito Change The World,” at 19%.”

Super-Bowl LV Chart Media Spend

The top performing ad, with a Quality Score of 9, was “Team Anthony Anderson vs. Team Mama T-Mobile Big Game 2021 Commercial.” Perhaps most notable was Reddit’s 5-second ad with a Quality Score of 7. The remaining top performing 6 ads had a Quality Score of 7:

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  Brand Creative Seconds   Quality Score Capture Retain Encode
01 T-Mobile Family Drama 60   9 6.5 93 95.3
02 Amazon Prime Coming to America II 30   7 5.3 65 81.8
03 H&R Block File Virtually 30   7 5.0 65 71.3
04 Inspiration4 Join The First All-Civilian Space Mission 30   7 5.5 80 65.5
05 NFL As One 60   7 5.2 78 61.2
06 Nintendo Switch Awkwafina plays… Mario Kart 8 Deluxe 30   7 5.0 71 86.0
07 Rocket Mortgage Certain is Better 60   7 5.0 65 91.6
08 Reddit 5-Second Ad 5   7 5.0 53 60.6

Super Bowl LV Live Ad Tracker for Attention Using Emotion AI

From the very first teaser through to the last ad of the game, each spot released in the field is rated by its performance to Capture, Retain and Encode audience attention using Realeyes PreView.

Brand Creative Sec Quality Score Capture Retain Encode
1 Best Buy LG – Super Bowl 2021 46   4 3.93 16.6% 75.27
2 Vroom Bad Passengers ft. Christina Applegate  30   4 5.03 24.2% 18.22
3 Doritos The Ball is in Your Court ft. Serena Williams 30   3 3.85 20.4% 47.4
4 Cheetos We All Win 15   3 5.08 0.0% 3.99
5 Chipotle The 100 Year Game  36   3 3.71 7.1% 7.96

The Best Super Bowl Ads for Audience Attention 2018 – 2020

All eyes are on the Super Bowl. The biggest network TV event of the year claimed 102 million viewers in 2020 at a cost of $5.6 million per 30-seconnd spot. But are advertisers creating ads that engage with viewers and connect with them on an emotional level?

Realeyes set out to understand trends in Super Bowl advertising over the last three years by testing 192 ads that aired during the big game in 2018, 2019, and 2020. All ads were tested with our PreView system, which measures the ability of an ad to capture and retain viewer attention and encode an emotional response.

Super Bowl LV will be occurring in a vastly different environment than previous years. Viewers have been through an emotional roller coaster over the last year with the COVID-19 pandemic and a hotly contested election.

Overall our study found a decline quality and encoding scores over the last three years, which may be indicative of emotional fatigue in an increasingly divided nation. After a rocky January, in 2021all bets are off as to the ability of advertisers to capture viewer attention and connect with them on an emotional level. Stay tuned for our Super Bowl LV Recap after the game.

Sper Bowl Reports