Date post: | 21-Jan-2017 |
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Technology |
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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