Former Google Exec Dave Fall joins Realeyes as Chief Product Officer

We are excited to announce that Dave Fall has joined Realeyes as Chief Product Officer

He will lead Realeyes’ overall product strategy and operations, including its PreView creative intelligence software and RealView mobile attention measurement product. He will lead the company’s momentum in commercializing best-in-class advertising and videoconferencing measurement products from its portfolio of more than 18 patents in computer vision and attention and emotion AI.

Mars Leads the Way on CPG Measurement

Pre-testing, the online surveys and polls that ask people their impressions of ads, rarely tell the whole story and often can tell the wrong story.

Monitoring and analyzing viewers’ facial expressions while viewing the ad is the best way to truly understand attention, retention, and emotional response.
RetailDive properly framed the issue in its recent piece about Mars’ pioneering Agile Creative Expertise (ACE) work, which is on track to analyze 1,000 pieces of content by the end of the year.

We are excited to be a part of this important journey with Mars as it revolutionizes how CPGs companies measure creative.

As Sorin Patilinet, global insights director at Mars, told RetailDive: “We have data to prove that the correlation between those kinds of studies, which are declarative studies, and the in-market performance of that ad is not that good.”

Well said.

Realeyes Presentation at the ARF [WATCH]

As our VP of marketing Max Kalehoff wrote in his recent Forbes piece, the growing attention to attention is great for the advertising industry.

That’s why he was excited to share our research at the ARF’s AUDIENCExSCIENCE 2021 conference. And if you missed the event, you can catch the entire presentation below.

We feature the Attentive Reach advertising model and reveal groundbreaking early data from our live mobile attention tracking system.

For example, Mobile apps can have 80% more attention than ads on linear TV. And YouTube has 4.4 times the attention market share of all FB products combined during our preliminary study.

Why Creatives Must Start Paying Attention to Attention

What makes a successful ad? Attention. And all the targeting in the world won’t matter if the people who view the ad are persuaded or entertained.

That’s why we invite our partners in creative to join the attention-measurement party. Attention, not scale or reach or viewability, is the most important topic in media today.

The reality is that our partners in creative likely have more influence on attention than media. Our VP of marketing Max Kalehoff had written a guest post in Forbes welcoming creatives to learn more about attention measurement and why it is the most important topic in advertising today.

Revisiting COVID Vaccination PSA Effectiveness as School Opens Up

When we released our Vaccine ad report in June, there was a little bit of optimism that come the beginning of the 2021 school year, the world would collectively be in much better shape. However, the Delta variant surge and too many vaccine hesitant or skeptics have meant many countries are still far away from herd immunity, and some cities are experiencing hospital overloads and dramatic rises in deaths.  

Dell Technologies, Realeyes discuss attention and emotion AI

We were pleased to be featured in a Dell Technologies story about attention and artificial emotional intelligence (AEI), the field we are pioneering.

The author nailed the premise: that AEI and “perspective analytics” could revolutionize marketing. While our main goal is helping advertisers avoid wasteful spending, we also want to make life more productive and happier for consumers, a point the author immediately grasped. When ads are meaningful to the audiences they reach, both advertisers AND consumers are happier.

Radically Boost Video Attention by Using a Happy-Frame Thumbnail

The internet has drastically reduced barriers to the distribution of videos through a variety of online video platforms such as YouTube, Netflix and Bilibili. According to Business Insider, by 2021, video content will capture around 82% of Internet traffic, up from 73% in 2016 . Every minute there are more than 500 hours of videos uploaded to YouTube.

Consumers face an enormous volume of options to entertain themselves. Given the unprecedented proliferation of video content on a variety of digital channels, determining how to effectively promote video content and to entice viewers with the content even after they click in is a challenge faced by many online content aggregators and advertisers.

Video Thumbnails a Gatekeeper of Attention

Besides video titles and publishers, online video platforms historically use thumbnails as their major marketing tool to help consumers pick a video after an initial search. Thumbnails are reduced-sized preview images of videos that serve as a snapshot of the video and provide first impression to viewers. By including the scene of the video that elicit major emotions that viewers will experience while watching the video, a thumbnail allows viewers to form expectations of what they are going to see before even starting the video.

An ideal thumbnail should make a video more attractive to click at first, but at the same time it should be relevant to the video content in order to match people’s expectations of video after they click in. For advertisement videos in particular, a thumbnail that is both attractive and relevant to its video content can in turn increase click-through rates, engagement, liking and the likelihood of purchase, which in turn increasing a company’s advertisement revenue and the efficiency of promotional expenditures. For these reasons, it is important to have a systematic understanding of what makes a good thumbnail in terms of both attracting views and increasing viewers’ overall video experience as they click in to watch through the content.