facial expression recognition via online: russian case
DESCRIPTION
Unique technique for ad effectiveness measurementTRANSCRIPT
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Onlinе Facial Expression Recognition
Russian Case Study
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Emotions Metter
We know that emotional ads are more memorable and generally more successful
But how can we reliably measure an ad’s unconscious emotional impact?
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From Creation to Application
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New Scalable non-verbal Technology
Unconcious facial expressions captured and translated into 6 universally accepted emotions
via webcam
without interrupting the user’s viewing session
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Powerful diagnostic tool
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How Emotions Captured
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OUR CASE STUDYTest of 14 video ads for soft drinks broadcast in Russia
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Methodology
14 video ads for soft drinks
6 brands broadcast in Russia last summer
270-320 respondents (gender and age quoted) per ad
Online survey (CAWI)
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Coca-Cola (3 ads) Sprite (1 ad)
Lipton Ice Tea (4 ads) Laimon Fresh (2 ads)
Pepsi (2 ads) Beverage from
Tchernogolovka (2 ads)
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Scoring Approach
Attraction:
denotes whether the stimulus manages to grab the viewer’s attention.
Retention:
represents how well the stimulus maintains the attention of its audience.
Engagement:
the overall emotional reaction to the media.
Impact:
determined by the levels of happiness invoked at their peak and at the end.
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Consists of:
20% attraction,
20% engagement,
30% retention,
30% impact
Compared with the benchmarkbased on 311 ads and 47 872 ad viewings
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Test Results
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Total Score
Attrac-tion
Reten-tion
Engagement
Impact
Lipton Ice Tea Fan 8 8 8 8 9Lipton Ice Tea Slap 7 5 7 8 8Buranovskye Grandmothers 6 8 6 6 4Beverages from Tchernogolovka. Don't Make Nature Angry 2 6 6 7 7 6Lipton Ice Tea Dance 5 5 4 5 4Beverages from Tchernogolovka. Don't Make Nature Angry 5 6 5 6 4Limon Fresh Naturality Style 5 5 4 6 4Pepsi Deep Drink 4 5 4 5 4Pepsi Max 4 6 2 5 3Laimon Fresh Created by Nature 4 6 3 6 3Coca cola Better at Home 4 6 3 5 3Coca cola Russia at Euro 2012 4 4 3 6 4Lipton Ice Tea New Flavor 3 3 2 4 2Coca Cola Since 1866 3 5 2 5 2
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Top 2 and Bottom 2 ads
Lipton Ice Tea Fan Lipton Ice Tea Slap
Lipton Ice Tea – New Flavor Coca-Cola Since 1886
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Best ads
Worst ads
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Lipton Ice Tea Fan: Measures
Scored better than 97% of tested ads11
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Lipton Ice Tea Slap: Measures
Scored better than 91% of tested ads
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Lipton Ice Tea – New Flavor: Measures
Better than 4% tested ads
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Coca-Cola Since 1886: Measures
Better than 4% tested ads
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Emotional Behavior
Emotions for Top-2 ads are stronger and “Happiness” increases
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Moment-by-Moment View of Emotional Response
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WHAT IS THE OUTPUT?Value of the technology
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Is it Really Effective?
Direct correlation between emotional involvement and liking
Source: Realeyes, Toluna.
Test of 18 ads shown during the 2012 Summer Olympics
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Advantages:
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Benefits:
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THANK YOU FOR YOUR ATTENTION!
Natalia Khazeeva
NewMR CEO
+7495 926 85 46
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