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Realeyes at the Wharton Future of Advertising Programme

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What does the future of advertising look like? CEO Mihkel Jaatma presented at the Wharton Future of Advertising Program’s 2016 Annual Meeting on Realeyes' vision of the future.

Publié dans : Technologie
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Realeyes at the Wharton Future of Advertising Programme

  1. 1. Nov 2016 Future of Advertising. Let’s get emotional.
  2. 2. By 2020 we will have fewer but better ads
  3. 3. “Better” starts with the creative. Creative is the most important, and most overlooked driver of marketing success. Source: Mars Inc. & Tivo Research’ TRA single source methodology’ (p9.), 2011
  4. 4. “We need to avoid the ‘crap trap’ of content” – Marc Pritchard, CMO of P&G “Great Creative is kryptonite to ad blocking” – Gayle Fuguitt, CEO of ARF “Empathy is the superpower of building brands right now. It will be the difference between brand that excel and those that struggle” – Frank Cooper: Chief Marketing and Creative Officer, Buzzfeed “…agencies need to think smarter, like using automation to improve efficiency, and offer higher "value- added" services in data, insight, analytics content and other areas beyond paid-for media.” – Stephen Allen CEO MediaCom “Emotional data will eventually become much more important to marketers than behavioural data. – Tracey Follows, Chief Strategy and Innovation Officer, The Future Laboratory.
  5. 5. Emotion measurement can guide better marketing decisions Source: Prof Gerald Zaltman, Harvard Business School, 'How Customers Think’ (p40.), 2011 Over 90% of human behaviour is driven by emotions
  6. 6. MEDIA EMOTIONS OUTCOMES 8,000+ videos 60+ countries +1.4m viewers + 35b data points Basic emotions Attention metrics Audio emotions 75% accuracy in identifying TV ads with high/low sales lift 78% accuracy in identifying movie trailers with high/low social media success 67% accuracy in identifying charity ads with high/low donations We’ve already got started. Money is now moving from media (how much) to creative (how good). Soon, better metrics and measurement will supply the confidence to advertise less.
  7. 7. “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
  8. 8. Thank You!