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?
2
From Creation to Application
Academic Foundations
• The approach is based on research
by scientists from Oxford University,
ELTE and Imperial College.
Technology was created and
developed from scratch by
Realeyes (UK)
Verified in Russia by NewMR
3
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
Powerful diagnostic tool
4
Test of 14 video ads for soft drinks broadcast in Russia
OUR CASE STUDY
6
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)
Coca-Cola (3 ads)
Sprite (1 ad)
Lipton Ice Tea (4 ads)
Laimon Fresh (2 ads)
Pepsi (2 ads)
Beverage from
Tchernogolovka (2 ads)
7
Scoring Approach
Consists of:
20% attraction,
20% engagement,
30% retention,
30% impact
Compared with
the benchmark
based on 311
ads and 47872
ad viewings
Attraction:
Engagement:
denotes whether the stimulus
manages to grab the viewer’s
attention.
the overall emotional reaction to the
media.
Retention:
determined by the levels of happiness
invoked at their peak and at the end.
represents how well the stimulus
maintains the attention of its audience.
Impact:
8
Test Results
Lipton Ice Tea Fan
Lipton Ice Tea Slap
Buranovskye Grandmothers
Beverages from Tchernogolovka.
Don't Make Nature Angry 2
Lipton Ice Tea Dance
Beverages from Tchernogolovka.
Don't Make Nature Angry
Limon Fresh Naturality Style
Pepsi Deep Drink
Pepsi Max
Laimon Fresh Created by Nature
Coca cola Better at Home
Coca cola Russia at Euro 2012
Lipton Ice Tea New Flavor
Coca Cola Since 1866
Total
Score
8
7
6
Attraction
8
5
8
Reten- Engage
Impact
tion
ment
8
8
9
7
8
8
6
6
4
6
5
6
5
7
4
7
5
6
4
5
5
4
4
4
4
4
3
3
6
5
5
6
6
6
4
3
5
5
4
4
2
3
3
3
2
2
6
6
5
5
6
5
6
4
5
4
4
4
3
3
3
4
2
2
9
Top 2 and Bottom 2 ads
Best ads
Lipton Ice Tea Fan
Lipton Ice Tea Slap
Worst ads
Lipton Ice Tea – New Flavor
Coca-Cola Since 1886
10
Lipton Ice Tea Fan: Measures
Scored better than 97% of tested ads
11
Lipton Ice Tea Slap: Measures
Scored better than 91% of tested ads
12
Lipton Ice Tea – New Flavor: Measures
Better than 4% tested ads
13
Coca-Cola Since 1886: Measures
Better than 4% tested ads
14
Emotional Behavior
14.0%
Top-2 Happy
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Bottom-2 Happy
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Emotions for Top-2 ads are stronger and “Happiness”
increases
15
Moment-by-Moment View of Emotional
Response
16
Value of the technology
WHAT IS THE OUTPUT?
17
Is it Really Effective?
Direct correlation between emotional involvement and liking
Source: Realeyes, Toluna.
Test of 18 ads shown during the 2012 Summer Olympics
18
Advantages:
Direct behavioral
measurement
Moment-bymoment view of
emotional response
Reliable
scientifically
validated measures
Unobtrusive
technology
Measurable
emotional impact
Fully integrated with
other research
results
19
Benefits:
Cost effective
25% cost reduction (3 times less
participants)
Time effective
Field work – 3 times faster
Get emotional insights
Helps to get higher level of
recall and create successful ads
20
Natalia Khazeeva
NewMR CEO
Natalia.khazeeva@newmr.ru
THANK YOU FOR YOUR ATTENTION!
21