
In December, Realeyes revealed the ten most engaging Christmas adverts from British retailers. The 1,500 consumers involved in the experiment generated more than 11.5m frames of facial expressions, while Harvey Nichols came out on top.
Realeyes’ tech analyses the facial reactions of viewers via webcam to determine how engaged consumers are when observing content, based on four metrics – attraction, retention, engagement and impact. MediaCom will now have the means to use the tech in a deal that spans the globe. The partnership will see Realeyes introduce the emotion measurement process into content and media planning for MediaCom’s clients. Dubbed “the first of its kind for a media agency”, MediaCom will be able to verify the emotional connection each video develops with the audience, whether the material is produced in-house or by partners.US government scientist joins UK emotion recognition firm Realeyes
“Incorporating Realeyes’ technology enables us to take a smarter data-driven approach to creativity and planning, ensuring that our clients are building the most engaging branding experiences.” The Realeyes tech will be embedded into MediaCom’s main content hub, so the team’s producers and planners can include emotion analytics as they see fit. It also means they can benchmark content against other campaigns, whether in their own market or overseas. Finderup Diederichsen continued: “Tools such as Realeyes allow us to get behavioural information upfront, so we can optimise and measure content before launch. This enables us to deliver more effective video and more efficient distribution, making the message more impactful and delivering increased business advantage for our clients.”
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