Facial Coding Cannes Lions - How That Helps Drive ROI of Every Video Campaign

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Facial Coding Cannes Lions The way to boost ROI of every video campaign Facial Coding Cannes Lions The way to boost ROI of every video campaign Insight Innovation eXchange

description

Emotions drive much of consumer behaviour and as such have been of high interest to brands for a long time. However, no tools have been available for measuring human emotions at the scale and speed at which marketing actually works today. This session demonstrates how the latest advancements in automated facial coding via regular webcams have now brought human emotions into the daily toolkit of every marketer. To showcase how accessible and scalable facial coding has grown, Mihkel will present a case study of Cannes Lions submissions exploring if and how exactly emotions can be used to measure creative excellence. 458 videos were tested with 45,000 people in just few weeks, yielding actionable learnings into business outcome oriented assessment of content quality. Mark will take those findings and demonstrate how those are actually used to deliver effective video campaigns. AOL is driving the online branded entertainment market globally in terms of the technology stack and methodological approach. Mark will present case studies on how emotional analytics helped to drive higher ROI for LG and Heineken. Session concludes with a framework how advertisers can maximize the ROI of their branding investments.

Transcript of Facial Coding Cannes Lions - How That Helps Drive ROI of Every Video Campaign

Page 1: Facial Coding Cannes Lions - How That Helps Drive ROI of Every Video Campaign

Facial Coding Cannes LionsThe way to boost ROI of every video campaign

Facial Coding Cannes LionsThe way to boost ROI of every video campaignInsight Innovation eXchange

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Where’s the problem?

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A very quick history…

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Science as beautifulas the results

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Science as beautifulas the results

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Internet filmchosen category

Comprehensive judging

Submission > Shortlist > Medals > Winners

Since 1956Benchmark for

excellence in creative

36,000 entries92 countries15 categories

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Cannes Study

45kpeople

125m+frames

Entered 211

Shortlisted 102

Bronze 47

Gold 49

Silver 49

458videos tested

4weeks

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9000+ variablesVolkswagen Force

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Time (0.1 sec)

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Avg, Max, Min

Smoothing settings

% of

Cohorts

Trends EventsCont.,

Discrete

Head gestures

By age

By gender

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Strongest variables

Don’t drop the game

Use sadness

early

Make women

happy at the end

Disgust and

recover

Make women

excited at the end Don’t start

with confusion

Time the peaks right

Grow the trend

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Grow the trend

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0.080.0 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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0.8

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0.75

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Can we predict Cannes in future?

YESshortlist with

75% accuracy!

In the future, medals will need more data to get a solid prediction

model

AUC

GOLDMEDALSHORTLIST

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AttractionHook in 8 seconds

RetentionKeep the audience

ImpactKahneman’s Peak-End

EngagementConnect via emotions

EmotionAll®

How to use it in everyday marketing?

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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?

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Consumers love emotional content

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Impact Model

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Thank you