ClickZ Live NY - 02/04/14
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Transcript of ClickZ Live NY - 02/04/14
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Facial Coding
A New Model For Video
Measurement
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Where’s the problem?
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Multiplying effectiveness
Les Binet & Peter Field
Marketing in the Era of Accountability
“Emotional advertising is more effective and more profitable than rational campaigns.”
Donald Gunn
The Gunn Report
“Emotional advertising is eleven times more efficient in market share growth.”
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A Quick History
1800s 1960s 2010sEmotions Facial coding Automated
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A Quick History
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Science as beautiful
as the results
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Science as beautiful
as the results
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Since 1954
Benchmark for excellence in creative quality
36k Entries
92 countries and 15 categories
JudgingSubmission > Shortlist >
Medals
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125m+frames with faces
45kpeople
4 wkturnaround
47
47 49
4 102
5 212
457
Ads
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Gender
Age
Head gestures
Continuous
Discrete
Events
Trends
Smoothing
Avg, max, min
Engagement
Happiness
NeutralValence
Surprised
Approach
Sadness
Disgust
Confusion
AttentionFearHeart rate
1.0
0.8
0.6
0.4
0.2
0
-0.2
-0.4
Time
0 5 10 15 20 25
30
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Strongest Patterns
• Make women happy at
the end
• Don’t drop the game
• Disgust and recover
• Use sadness early
• Don’t start with
confusion
• Make women excited
at the end
• Grow the trend
• Time the peaks right
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Make women happy at the end
Female
Male
0:05 0:10 0:15 0:20 0:25 0:30
Peak in the
last third of
the video
SHORTLIST
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Make women happy at the end
Female
Male
0:05 0:10 0:15 0:20 0:25 0:30
Peak in the
last third of
the video
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Don’t drop the ball
Happy
0:05 0:10 0:15 0:20 0:25
NOTHING
Avoid falling
happiness after
first third of
the video
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Disgust and recover
Disgusted
0:10 0:20 0:30 0:40 0:50 1:00 1:10 1:20
The bigger the
range of disgust
the better
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Use sadness early
Sad
0:05 0:10 0:15 0:20 0:25
Sadness at the
beginning is good if
it resolves in the
end
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Don’t start with confusion
0:05 0:10 0:15 0:20 0:25
Confused
NOTHING
Don't confuse
people in the first
third of the video
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Leave women excited at the end
0:05 0:10 0:15 0:20 0:25
Female
Male
The higher the
engagement in
70-85% of the
video the better
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Grow the trend
0.14
0.13
0.12
0.11
0.10
0.09
0.08
0.0 0.2 0.4 0.6 0.8 1.0
Bronze / SilverGold
Shortlisted
Nothing
Relative time
Happy aggregated trendlines
Steeper slope
=
Better outcome
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Time the peaks right
NOTHING
SHORTLIST
End 0.8
0.7
0.6
0.5
0.4
0.3
Start 0.2
Max Happy
Min Happy
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0.75
0.66
0.63
0.50
0.60
0.70
0.80
Can we predict Cannes in future?
YESshortlist with
75% accuracy!
In the future,
medals will
need more data
to get a solid
prediction
model
SHORTLIST
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AttractionHook in 8 seconds
RetentionKeep the audience
EngagementConnect via
emotions
ImpactKahneman’s Peak-
End
EmotionAll®
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Volkswagen - The Force has
excellent overall performance.
Better than 92% of ads
EmotionAll® Score
Volkswagen – The ForceVolkswagen – The Force
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11videos
3markets
4k+people
30”/2’
duration
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Short trailers or long episodes?
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Which videos to invest in?
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Which videos to invest in?
EmotionAll™ score
The strongest video
drove 12 x more social actions
than average
Cambodia Episode
97
73%26% 3x
1.1
Roulette Episode Difference
Avg view to end
Social actions(per 1000 views)
12x12.9
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Consumers love emotional content
3xmore likely to watch
to the end
8xhigher click through
rate
20xsocial action conversion
100xquicker in attracting
views
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Impact Model
Creative Media ROI+ =
Attraction
Retention
Engagement
Impact
Syndication
Optimisation
Sharing
Brand Favourability
Purchase Intent
Brand Awareness
Create Distribute Measure
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Facial Coding is already used by
+150 Fortune 500 brands
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