Oct 2015

The importance of emotional impact

Realeyes

We measure emotions to guide better business decisions

Source: Prof Gerald Zaltman, Harvard Business School, 'How Customers Think’ (p40.), 2011

Over 90% of human behaviour is driven by emotions

65%* of marketing ROI is driven by creative. Yet 90% of creative is never tested. Source: Mars & Tivo Research 2011

Emotion measurement

3D modelling allows for head movement

Cultural differencesaddressed with country norms

Tackles ‘in wild’ occlusions (glasses, beards, bad lighting

etc)

Enhance VideoKnow where to modify video to enhance the emotional impact.

Accurate TargetingKnow precisely how

engaged your specific audience segments

are.

Insightful AllocationWhether it’s a low or high performer, allocate your media spend accordingly.

Distribute EffectivelySee how to balance your channels between paid

and earned media.

Real-world PredictionKnow how your video will perform on social media

Getting better video directly to the right people

The EmotionAll® score is a 1 to 10 performance score, relative to the entire emotion database of over 6,000 videos.Based on four metrics: Attraction, Retention, Engagement and Impact, makes the score an effective tool for comparing the emotional performance of your video content.

The key ingredients

Attraction Can you grab the attention? Measured by peak surprise during the early stage of the video. 

Retention Can you keep it? Measured by peak happiness after the early stage of the video.

Impact Can you leave something behind? Measured by Daniel Kahneman’s peak-to-end rule (peak + end) / 2

Engagement Can you build momentum? Measured by peak engagement anywhere in the video. 

Hitting the EmotionAll® buttonsMcDonald’sPay with Lovin’ (Superbowl 2015)

20%

25%

30%

35%

40%

45%

50%

Brand Shown EngagementNorm - Avg Engagement US 0-60s

Attract Impact Engage Retain

10scoreviews

shares

15,900,342

15,215

Missing the EmotionAll® buttonsM&T Bank Chris Dambach's Story

20%

25%

30%

35%

40%

45%

50%

Brand Shown Engagement Norm - Avg Engagement US 0-60s

Attract Impact Engage Retain

3scoreviews

shares

8

186,826

20%25%30%35%40%45%50%

Brand Shown20%25%30%35%40%45%50%

Brand Shown

Attract

Impact Retain Engage Attract

Impact Retain Engage

score

3

M&T Bank | Chris Dambach's Story

186,826 810

McDonald’s | Pay with Lovin’ (Superbowl 2015)

15,900,342

15,215

views shares

score views shares

“People will forget what you’ve said, people will forget what you did, but people will never forget how you made them feel.”– Maya Angelou

Thank you

realeyesit.com | @realeyesit | #EmotionMirror