Onlinе Facial Expression Recognition

Russian Case Study

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

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)

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

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

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

Lipton Ice Tea Fan: Measures

Scored better than 97% of tested ads11

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

Natalia.khazeeva@newmr.ru

+7495 926 85 46

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