We partnered with Mars, Incorporated and their Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science to investigate what drives video advertising success.

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Objective

Emotions drive behavior, so we wanted to know if emotion measurement could distinguish between ads with high or low sales lift.

Methodology

We created the largest Sales-linked emotion data set in the world by combining Realeyes emotions data with Mars, Incorporated single source sales data, and leveraged our Sentiment Analysis in the Wild research to create effective predictive models based on that database.

Results

We were able to distinguish between ads that sell and those that don’t with 75% accuracy. Successfully identifying emotional behaviour signals which together predicted an advert’s sales lift across all the product categories and markets tested means emotions can definitely be linked to advertising effectiveness.

We unveiled our results alongside Mars, Incorporated at the annual I-COM Global Forum for Marketing Data and Measurement and at the ARF Annual Conference in New York where Realeyes were nominated as A-List innovators.

Impact

Few research methods have proven links to sales. We want to refine our models to achieve a similar level of accuracy across all markets and categories, with the potential in future to optimize creative selection, editing and budget allocation.

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Our REPORTS combine both creative testing and media planning insights to enable you to understand how consumers feel about your video content.