emotions drive better video performance - iiex 2014
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“Only a small portion, 7% is tagged and an immaterial portion 1% is analyzed.” Mary Meeker, KPBC
May 28, 2014
Insight Big data > information > Knowledge > Insight
Emotion Measurement is BIG DATA
10 Data points per frame
x8> Frames per second
x30 Second advert
x300 People in typical test
We turn big data in to useful, analytics
Optimise Content
• Pick strongest videos to launch
• Modify content to raise impact
Predict Media Performance
• Target audiences with the strongest reactions
• Scale spend towards stronger emotions to maximise ROI
Evaluate Campaign Effectiveness
• See how audiences respond to your content to inform future media distribution
Reporting Dashboard
Easy to read, second by second charts with customisable views and data segments (emotions, heart-rate, gender, etc)
EmotionAll® is a simple, presentation-ready overview report, including a 1 to 10 performance score.
Slice-n-dice data
Snapshot Performance score
Benchmark single videos or entire campaigns against norms from similar categories, markets and geographies.
Compare norms
“We are not thinking machines that feel, rather, we are feeling machines that think.” Prof. Antonio Damasio,
University of South California
Worst case of Road Rage Ever - YouTube
Alfred Eisenstaedt 1945, Life Magazine
Crying de Niro on Katie Couric Talk Show
Worst case of Road Rage Ever - YouTube
Neymar scoring a penalty for Brazil 2014
Emotions Drive Behaviour
“Consumer decision making is driven by emotions” Prof. Norbert Schwarz 2000
Metacognitive Experiences in Consumer
Judgment and Decision Making
Image: Confessions of a Shopaholic, Touchstone Pictures, Jerry Bruckheimer Films 2009
Emotions Drive Behaviour
Response to video
Click, Share …Buy
The cognitive process of the brain has two systems:
System 1
An intuitive emotional connection
System 2
A conscious cognitive activity
Emotions Drive Behaviour
Emotions Drive Behaviour
“People are 64% more likely to buy a product or service online after watching a video.” Comscore – Fold 7 Blog
Online Activity Watching Video
1/3 Source: ‘Insivia’
Social Actions Drive Referrals & Sales
Purchase After Sharing Source: Vision Critical survey of 6,000 people in UK, June 2014 Site Referrals Source: Shareaholic Traffic Referrals over Q3 2014
Facebook Users
73%
Purchase After Sharing
38% Site Referrals
24%
Emotions Drive Social Actions
Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos
Higher emotional content increases shares and views
Emotions Drive Social Actions
Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos
Higher emotional content increases shares and views
David Jones YouTube Shares to date
Things we do for love
Wow starts Now
499,282 Published 11.07.2013
735,529 Published 11.03.2014 A much more emotional narrative More generic “buy nice things” at Xmas
Drive Your Drive Media Plan With Emotional Intelligence
1-3 4-5 6-7 8-10 EmotionAll® Score
Pre-Roll Social Channel Split
High Low Cost Per View
Views Paid Earned
70% 30 70% 30
Two Methods of Collecting Emotion Data
1. Controlled Sample
• A sample size chosen by client to suit target demographic
• Ideal for optimising creative before launch
• Great for predicting media performance.
2. Live Emotion Testing
A world first!
Launched in October for AOL
Now Mumbrella
• Viewer clicks play on video
• Prompted to allow / deny
webcam access
• Watches video