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Advertising Week 10th Anniversary Official Guide

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262 TRENDING trigger, you have a better chance that they will reward you with their attention and remember your brand or story." Biometrics derived from monitoring heart rate, eye tracking, and pupil dilations can be used as prox- ies for emotions like happiness, excitement, and affection, Vollmer explains. These physical reactions can also reveal whether an ad or program has succeeded in capturing a user's attention and interest. "Content that evokes stronger emotions is associated with greater user involvement," he says. New enabling technologies that can "capture" physical changes, such as facial recognition software that can operate using a webcam or mobile phone, are doing the heavy lifting for content providers and advertising creators that want a better read on emotions. Machine learning can then be used to analyze the incoming granular data to determine whether the ad is evoking emotions associated with increasing interest, engagement, and memorability around the brand. Agencies can use these insights to optimize creative as well as media spend. Nielsen, Affectiva, and Realeyes are among the companies helping content providers measure emo- tional responses. The Ad Council has worked with Nielsen since 2013 to test campaigns and search for small optimizations in creative. According to a posted testimonial by Patty Goldman, Vice President of Strategy and Evaluation at the Ad Council, "You have fi ndings you can take to the edit studio, and you immediately see the difference and the improvement in your creative once you've utilized the implications." A couple of published case studies from Realeyes illustrate how AOL has used emotional feedback in different ways. In one instance, they wanted to learn how a particular video—one that captured the reactions of men answering nature's call at urinals in front of LG screens that suddenly displayed beautiful women star- ing at them—would be perceived. The video, created by the agency SuperHeroes, was tested on 600 people. It showed a strong and sustained increase in happiness, minimal negative emotions, and engagement to the end of the video, according to Realeyes. For another effort created by Wieden+Kennedy for Heineken, Realeyes tested the reactions of more than 4,000 viewers to determine whether episodic, two-minute-long videos or 30-second trailers would resonate more with its target audience. Realeyes learned "the bite-sized trailers lost their emotional punch" and the longer episodes had higher engage- ment. The data led AOL to reduce media spend on trailers for Heineken and invest in promoting the episodes instead. Meanwhile, on the publisher side, Vollmer knows of one content provider that is using emotional measure- ment to enhance the value proposition of its cable networks with agencies and advertisers. The concept is that if the publisher's video environment is proven to build positive emotional connections with audiences, those user feelings will transfer to the ads on the network and therefore create stronger engagement for the marketer's brands. To be sure, these are the early days of technology- enabled emotional measurement, and there are challenges to more mainstream adoption that will need to be overcome. Those who pursue it not only must gain new expertise, but they also need to inte- grate these new metrics with traditional performance gauges like recall, recognition, intent, and consider- ation, PwC's Vollmer says. The lack of standardization of emotional metrics at this stage is also a hurdle. Still, Vollmer expects emotional measurement to become more commonplace. "To make decisions like, 'What should we message in a three- to six-second time frame that will resonate with the user in the social stream of their smartphone?' you have to have new levels of precision and sophistication to create the right insights into user behavior." From the user perspective, it may seem a bit Minority Report, but they'll get more memorable content. And, from the advertising perspective, the marketers will get better results—a wonderful bonus all around. • A TECHNICAL ASSIST PROMISING, THOUGH NOT YET PREVALENT

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