09 40 Joris De Bruyne - Insight...
Transcript of 09 40 Joris De Bruyne - Insight...
![Page 1: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/1.jpg)
JorisDeBruyneFebruary2017
IIEX2017:Learnings&FutureOpportunitiesWithOnlineNeuro/Behavioural Insight
2/27/17 EyeSee 1
![Page 2: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/2.jpg)
AboutEyeSee
2/27/17 2EyeSee
What EyeSeeisaresearchtechfirm,whichcommitstoprovideinsightinmarketingcommunicationsinascalable,fast,costeffectiveandunderstandableway.
Uniqueness EyeSeedevelopedauniqueplatform totrackpeoples’eyes&facialexpressionswiththeirlaptopandwebcamathome.
Who/Where• Multi-disciplinaryteamoftopacademics,experiencedresearchers&entrepreneurs• Based inGhent(BE),NewYork(US)andBelgrade(SB)• Variousawards
![Page 3: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/3.jpg)
2/27/17 EyeSee 3
2016
![Page 4: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/4.jpg)
1 2 3
1.1.Background&challenge:Dobrandedemojisaffectattentionadsgeton?
2/27/17 EyeSee 4
Brands’usageofemojisonTwitter:
Brandscandesigncustombrandedemojisthataretriggeredwhenaspecifichashtagisusedbackground
question
fact
Cancampaignswithbrandedemojis superchargevideoadsanddriveearnedmedia?
461%YOYincrease
![Page 5: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/5.jpg)
1 2 3
1.2.Theconductedresearch:Testingimages,textandvideoonfeed
2/27/17 EyeSee 5
respondents
Solidrespondent
base
stimuli
TwitterfeedwithadswithandwithoutbrandedEmojismultiplebrands
methodology
![Page 6: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/6.jpg)
1 2 3
Video
2/27/17 EyeSee 6
![Page 7: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/7.jpg)
1 2 3
1.3.Learnings:BrandedemojisHYPERCHARGEads’performance
2/27/17 EyeSee 7
1) EyeSeeresearch,20162) TwitterInternalData,20163) TwitterInsidersUK,2016
Source:https://marketing.twitter.com/na/en/insights/best-practices-for-supercharging-campaigns-with-branded-emojis.html
Emotionalconnectionvideoads1
6xincrease
Medianamountgeneratedbyearnedmedia
+5.3Mearnedmediaimpressions
Comparedtotheearnedmediabaseline2
420%increase
Discoveringandusing
newemojis3
80%enjoy
Amountofattention
adsreceive1
10%increase
![Page 8: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/8.jpg)
1 2 3
2.1.Background&challenge:HowtoHYPERCHARGEpredictabilityofvirality ofonlinevideos?
2/27/17 EyeSee 8
background
question
fact
Althoughbillionsareinvestedinonlinevideoadvertising,anaccuratemethodologyforpredictingwhetheranonlinevideoadwillachieveitsviralobjectiveonsocialmediahasnotyetbeendeveloped.
Can facialcodingand/orsurveypredicttheviraleffectofonlinecommercials?Whattheirimpactisonsales?
AccuracyofEyeSee’s facialcodinginsightsaveragesto91%
Correlationofrealandmeasuredemotions 91%
![Page 9: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/9.jpg)
1 2 3
2.2.Theconductedresearch:Internalstudy- onlinecommercialsgettingviral
2/27/17 EyeSee 9
respondents
N=1539
stimuli
52onlinecommercialsclassifiedbyvirality
1best- and1least-performing
methodology
![Page 10: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/10.jpg)
1 2 3
Video
2/27/17 EyeSee 10
![Page 11: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/11.jpg)
1 2 3
2.3.Learnings:Facialcodingisapredictoroffuturevirality ofvideos
2/27/17 EyeSee 11
Facialcoding:explainingvirality
23%ofvirality
Survey:Non-relaxingcommercialshavethe
highestchancetogetviral
non-relaxing
Whenrespondentsare happy,butnotconfused
the commercialisbeingremembered
happybutnotconfused
![Page 12: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/12.jpg)
1 2 3
3.1.Background&challenge:Whichplanogramtoimplementafterandmerger?
2/27/17 EyeSee 12
$107billionworthmergeroftwobeergiantsABInBev andSABMillermadethethirdlargestmergerinhistory,background
question CanthismergerincreasesalesinUSAsignificantly?Howcanitwinmoreshoppersatthemomentoftruth?(planogramoptimization)Howwillmarketsharesandcategorygrowthlooklikefordifferentplanogramdecisions?
fact
%whichdonotmaintainrevenuegrowth
63…
Totalmergers
![Page 13: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/13.jpg)
1 2 3
3.2.Theconductedresearch:Definingthemostprosperousplanogramoptionafterthemerger
2/27/17 EyeSee 13
Planogram2:ABInBevdominant
Planogram3:MillerCoorsdominant
Planogram1:Asis
N=900respondents
stimuli
methodology Shoppersconductedavirtualshoppingtripandclickedontheproductstheywanttobuy
![Page 14: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/14.jpg)
1 2 3
Video
2/27/17 EyeSee 14
![Page 15: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/15.jpg)
1 2 3
3.3.Learnings:ABInBev dominantplano isbestperformingforTOMORROW'ssales
2/27/17 EyeSee 15
PeradditionalfacingABInBev sells3xmoreadditionalproductsthanSABMiller
3xsales
ABInBev dominantscenariogrowsthecategorysales
2%categorygrowth
SABMillerdominantscenariodecreasesthe
categorysales
-8%categorygrowth
![Page 16: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/16.jpg)
2/27/17 EyeSee 16
2017
![Page 17: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/17.jpg)
1.Todayvs.TOMORROW:Mobile&otherdimensions
2/27/17 EyeSee 17
Understandingtheomnishopper
Consumerbehaviour atthePOSwhileusingthemobile
Possibilitiestoconnectthedots:• Geolocation• Behaviour:before/after(browsing,apps,…)• Nearfuture:connectaFitBit e.g.
understandtriggerslikehearbeat
thekey:strongENGAGEMENTwiththeconsumer
![Page 18: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/18.jpg)
2.Todayvs.TOMORROW:DigitalembeddedatthePOSasadriverofconsumerengagement
2/27/17 EyeSee 18
traditionalPOS+digitalscreen/content+productdisplay
Pretestingofintegratedconcepts
Measuringlivetheimpactofacampaign
Standout,explore,ENGAGE,CONVERT
![Page 19: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/19.jpg)
3.Todayvs.TOMORROW:UnderstandingnewwaysofCONVERTINGsales
2/27/17 EyeSee 19
![Page 20: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/20.jpg)
3.Todayvs.TOMORROW:Reinventingdatacollectionprocess&HYPERCHARGINGsales
2/27/17 EyeSee 20
“transactional”:sensors,cameras visibility,emotion,learn&respond
35%
70%
90%
50%
75%
20%
datatoday tomorrow
![Page 21: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/21.jpg)
Ourclients
27/02/17 EyeSee 21
![Page 22: 09 40 Joris De Bruyne - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Joris.pdf · 1 2 3 1.3. Learnings: Branded emojis HYPERCHARGE ads’ performance](https://reader034.fdocuments.in/reader034/viewer/2022042300/5ecb76490746fe023043a758/html5/thumbnails/22.jpg)
Onlinebehavioralinsights
2/27/17 22EyeSee
OlivierTilleuilPartnerUSA
JorisDeBruynePartnerEU