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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
Since 1956
Benchmark for
excellence in creative

36,000 entries
92 countries
15 categories

Internet film
chosen category
...
Cannes Study
Gold 49
Silver 49

458

videos tested
Entered 211

Bronze 47

45k
people

Shortlisted 102

4

125m+
frames

w...
9000+ variables
Volkswagen Force
70

Avg, Max,
Min

1.0

60

0.8

Sessions

50

% of

0.6

40

0.4

30

0.2

20

0

-0.4

...
Strongest variables
Time the
peaks right

Make
women
happy at
the end

Don’t drop
the game

Disgust
and
recover

Grow the
...
Make women happy at the end
SHORTLIST

Peak in
last third
(32%) of
the video

0:05

0:10

0:15

0:20

Female

Male

0:25

...
Don’t drop the ball
NOTHING

Avoid falling
happiness after
first third of
the video
0:05

0:10

Happy
0:15

0:20

0:25
Disgust and recover
Disgust and recover
GOLD

The bigger
the range of
disgust the
better

0:10

0:20

Disgusted

0:30

0:40

0:50

1:00

1:10
...
Use sadness early
GOLD

Sadness at the
beginning is good
if it resolves in
the end
Sad

0:05

0:10

0:15

0:20

0:25
Don’t start with confusion
NOTHING
Don't confuse
people in the
first third of
the video

Confused
0:05

0:10

0:15

0:20

...
Leave women excited at the end
BRONZE
The higher the
engagement in
70-85% of the
video the better

Female

Male

0:05

0:1...
Grow the trend
Happy aggregated trendlines
0.14
Bronze/Silver
Gold

0.13

Shortlisted

0.12

Nothing

0.11
0.10

Steeper s...
Time the peaks right
End 0.8

Max Happy
0.7
0.6

0.5
0.4
0.3

Min Happy

Start 0.2
NOTHING

MEDAL
SHORTLIST

GOLD
Can we predict Cannes in future?

YES
shortlist with
75% accuracy!

AUC
0.8
0.75

0.7
0.66
0.63

0.6

In the future,
medal...
How to use it in everyday marketing?
Time the
peaks right

Make
women
happy at
the end

Don’t drop
the ball

Disgust
and
r...
How to use it in everyday marketing?
Impact

EmotionAll®

Kahneman’s Peak-End

Engagement
Connect via emotions

Attraction...
EmotionAll® Score

Volkswagen - The Force has
excellent overall performance.
Better than 92% of ads
Volkswagen – The Force
Short trailers or long episodes?
Which videos to invest in?
Which videos to invest in?
Consumers love emotional content
Impact Model
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
Realeyes Presentation At Neuromarketing World Congress
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Realeyes Presentation At Neuromarketing World Congress

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emotions, video, facial coding, marketing roi

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Realeyes Presentation At Neuromarketing World Congress

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

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