Before a video ever gets aired, it’s already been through countless reviews, processes, edits and so on. So the earlier you can establish the potential success of a video, the more time, money and effort is saved.
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Category: Case study
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Realeyes Surpasses Industry Standards for Understanding Attention & Emotion
Improved Classification System Surpasses Major Technology Providers and Academic Benchmarks For Facial Coding
COVID-19 Public Service Announcements Struggle to Engage
As COVID-19 drives uncertainty, anxiety and sickness across the world, one would hope that TV public service announcements (PSAs) from major government and health organizations would resonate with people.
Why CMOs Are Blind to 90% of Their Content Experience
It is best practice — and common — for marketers to pre-test human response of their premium video content. That typically includes big event-driven “tentpole” TV spots, like Super Bowl ads, and evergreen content that is designed to be relevant for a long period of time.
See which brand ads smashed it at Super Bowl LIV
Attention and emotion measures reveal propensity for advertising creative to drive impact of paid media investment
M&M’s “Bad Passengers” Is Most Emotionally Engaging Ad Of Super Bowl 2019, According To AI Face-Reading Tech
Realeyes’ #EmotionAI Research Shows Christina Applegate Spot Was Super Bowl 2019 Winner After Attracting Most Attention And Strongest Emotional Response
M&M’s Christina Applegate Super Bowl Teaser – Locks In The Suspense And Keeps Audience Guessing
With the Super Bowl just around the corner, brands are already limbering up for the Big Game by releasing teaser spots – essentially ads for their actual Super Bowl spots.
Skittles Mother’s Day Ad – What Went Wrong
Beauty and the Best – How Heineken goes beyond face value to engage
Acceptance. Tolerance. Inclusion. These are hot emotional topics these days when uncertainty reigns. It made me think about a few ads aired where brands have sought to take a stand.
Coke and Airbnb are clear cases of beautiful videos with a clear message most of us probably want to buy into. Unfortunately, they under-deliver on engaging viewers emotionally (positively or negatively) … to get attention; hold it; and ultimately leave a positive lasting impression. Instead, these ads are more like wallpaper. We agree it’s lovely when it’s pointed out to us. But otherwise it doesn’t stand out and certainly won’t stick or get called to mind.
Conversely, Heineken ad gets our attention quickly and holds it by playing on our negative emotions as we listen to quite provocative opinions and beliefs. It makes us wonder where this is going. It makes us ask WTF because most of us probably disagree with at least some of it. BUT, unlike Skittles ‘Mother’s Day, which we discussed last week, we clearly pivot to strong positivity (happiness through shared relief and joy and laughter) to see the very inspirational (and probably aspirational ) resolution to the narrative … differences acknowledged with a desire to understand and focus on enjoying the common ground.
This is an outcome easily made personal. ‘Personal’ is about engaging the viewer to agree/disagree and ultimately imagine how they would respond to ‘The Decision’. And, if I may, I can’t help but appreciate how the category slips into the story in such a natural way. As such, it’s not an after-thought sponsoring a social message, the brand is more naturally just there. Bravo Heineken.
Using emotion recognition and facial coding for video testing ensures your ad performance.
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How Oasis squeezed the pips out of their branded content
Oasis is the second most popular soft drink brand after Coca-Cola in France. In 2012 they launched its film “Be Fruit” created by French creative agency Marcel, using playful fruit based characters (animated by Wizz), which resulted in great social media success. A follow up in 2014 saw the release of the branded-content project: the Papayon Effect, aimed at 15 to 25 year olds.
