Realeyes to partner with FCB

Colin Pye | 24 July 2017

FCB, the iconic global ad agency, has partnered with Realeyes to deliver stronger ROI to its key accounts and grow its business through new account wins. Realeyes is the leading emotion analytics platform for video advertisers, providing FCB with measurement of creative quality and strategic insight.

Using computer vision and machine learning techniques, Realeyes tracks how people feel as they watch video content online through their webcams. Emotion data received from such tests is a genuine reflection of viewers’ perception due to the subconscious nature of human emotions. The technology measures six emotions, such as happiness, surprise, confusion, sadness, disgust, and fear; as well as four proprietary metrics – attraction, engagement, attention, and impact. The four metrics contribute to an overall EmotionAll® score of a video, ranging from 1 to 10.

The data is compared against the industry norms to indicate how well a video would perform. 90% of human decision making is driven by emotions, and that’s why emotional engagement with a video is one of the key contributors to brand performance.


John Kenny
Chief Strategy Officer, FCB

With Realeyes, marketers can finally break free of the 1950s methodologies and timelines that have dominated creative testing for so long.  

Chief Strategy Officer John Kenny commented: “Realeyes really brings the promise of biometric research to life. Delivering a fast, easy-to-use platform, that is built on the latest thinking on how advertising actually works, with proven in-market results to back up their findings.  With Realeyes, marketers can finally break free of the 1950s’ methodologies and timelines that have dominated creative testing for so long.” 

Realeyes technology provides fast, precise and all-encompassing emotional intelligence reports for short form video content. Second by second, Realeyes’ dashboard shows a content owner the journey they will take their viewer on. The emotion data presents a detailed picture of how a video is perceived by different age groups, both genders, and individual countries. This data enables a brand, agency, or content producer to make well-founded and emotionally intelligent creative and media decisions. FCB will be using the emotion data for creative testing, content optimization, identifying strong performing videos, and competitive benchmarking.

Realeyes’ CEO Mihkel Jäätma commented: “We’re excited to embark on this journey with FCB. A true creative powerhouse, FCB has been producing the best ads over the last century, moving and engaging with consumers. We appreciate their commitment towards creative excellence, and we will be honored to see our technology employed to unleash their creative potential to the fullest. I’m confident our collaboration will help to ensure FCB leadership in the years to come.”

More and more creative agencies like FCB are using Realeyes' agility for Creative Testing: pre-production testing, animatic-testing, and pre-launch testing to streamline production processes and create more effective video.