realeyes presentation at neuromarketing world congress
DESCRIPTION
emotions, video, facial coding, marketing roiTRANSCRIPT
Facial Coding Cannes Lions
The way to boost ROI of every
video campaign
Where’s the problem?
A very quick history…
Science as beautiful
as the results
Science as beautiful
as the results
Internet filmchosen category
Comprehensive judging
Submission > Shortlist >
Medals > Winners
Since 1956Benchmark for
excellence in creative
36,000 entries92 countries15 categories
Cannes Study
45kpeople
125m+frames
Entered 211
Shortlisted 102
Bronze 47
Gold 49
Silver 49
458videos tested
4weeks
9000+ variablesVolkswagen Force
70
60
50
40
30
20
10
0
1.0
0.8
0.6
0.4
0.2
0
-0.2
-0.4
Sess
ion
s
Time (0.1 sec)
0 50 100 150 200 250 300
Avg, Max, Min
Smoothing settings
% of
Cohorts
Trends EventsCont., Dis
crete
Head gestures
By age
By gender
Strongest variables
Don’t drop the game
Use sadness
early
Make women
happy at the end
Disgust and
recover
Make women
excited at the end Don’t start
with confusion
Time the peaks right
Grow the trend
Make women happy at the end
Female
Male
0:05 0:10 0:15 0:20 0:25 0:30 0:35
Peak in last third (32%) of the video
SHORTLIST
Don’t drop the ball
Happy
0:05 0:10 0:15 0:20 0:25
NOTHING
Avoid falling happiness after
first third ofthe video
Disgust and recover
Disgust and recover
Disgusted
0:10 0:20 0:30 0:40 0:50 1:00 1:10 1:20
The bigger the range of disgust the
better
GOLD
Use sadness early
Sad
0:05 0:10 0:15 0:20 0:25
GOLD
Sadness at the beginning is good
if it resolves in the end
Don’t start with confusion
0:05 0:10 0:15 0:20 0:25
Confused
NOTHING
Don't confuse people in the first third of
the video
Leave women excited at the end
0:05 0:10 0:15 0:20 0:25
Female
Male
BRONZE
The higher the engagement in 70-85% of the
video the better
Grow the trend
0.14
0.13
0.12
0.11
0.10
0.09
0.08
0.0 0.2 0.4 0.6 0.8 1.0
Bronze/SilverGold
Shortlisted
Nothing
Relative time
Happy aggregated trendlines
Steeper slope =
Better outcome
Time the peaks right
GOLDMEDALNOTHINGSHORTLIST
End 0.8
0.7
0.6
0.5
0.4
0.3
Start 0.2
Max Happy
Min Happy
0.8
0.7
0.6
0.5
0.75
0.66
0.63
Can we predict Cannes in future?
YESshortlist with
75% accuracy!
In the future, medals will need more data to get a solid prediction
model
AUC
GOLDMEDALSHORTLIST
Don’t drop the ball
Use sadness
early
Make women
happy at the end
Disgust and
recover
Make women
excited at the end Don’t start
with confusion
Time the peaks right
Grow the trend
How to use it in everyday marketing?
AttractionHook in 8 seconds
RetentionKeep the audience
ImpactKahneman’s Peak-End
EngagementConnect via emotions
EmotionAll®
How to use it in everyday marketing?
Volkswagen - The Force has
excellent overall performance.
Better than 92% of ads
EmotionAll® Score
Volkswagen – The Force
Short trailers or long episodes?
Which videos to invest in?
Which videos to invest in?
Consumers love emotional content
Impact Model