Future of Research Is In Your Face

With ever tougher competition for advertising revenue NCM is out to prove to marketers that money invested in theater advertising is money well spent amp160In 2016 out of a total ad spend of 191 billion just 758 million went to cinema advertising amp160amp8220The challenge with cinema is that it isnamp8217t always a mustbuy for advertisersamp8221 says NCMamp8217s Doug Pulick Senior Vice President of Strategic Insight and Analytics amp160amp8220We have to show why weamp8217re a great buyamp8221The needs of marketers to know if their ads are working and the ubiquity of video advertising are constants amp160Whatamp8217s new are the applications and access to technologies that help meet those demands amp160This month NCM will begin to make its amp8220Realeyes Creative Analysisamp8221 broadly available to advertisersamp160Based on an audienceamp8217s emotional reactions the service will rate an adamp8217s attraction retention engagement and impact amp160Those factors are of course key all the more so because according to Dr Carl Marci Executive Vice President and Chief Neuroscientist for Nielsen Consumer Neuroscience in a July 2016 MediaVillage interview amp8220indifference is what kills advertisingamp8221Trying to measure emotional reactions on the faces of consumers watching video spots isnamp8217t newamp160 The ad world has been using a variety of neuroscience techniques for over a decade amp160What is new is the ability to use cameras to capture facial expressionBased on the work of Professor Paul Ekman older techniques to capture facial coding were done by hand framebyframe amp160While interesting the approach was too laborintensive to scale to commercial use amp160By 201011 though universities like Massachusetts Institute of Technology and University of California San Diego were producing effective softwarebased recordings and analysis of emotional expressions amp160The ability to combine robust systems with high speed internet and webcams resulted in the capture and computation of macro expressions smile frown sadness surprise in significant quantity at high speed and for a reasonable costamp160amp160Enter the Realeyes service which Pulick says amp8220will initially focus on content testing for NCMamp8217s advertising clientsamp8221amp160 A sampling from more than five thousand consenting amp8220uber moviegoersamp8221 from NCMamp8217s Behind the Screens proprietary panel will act as the companyamp8217s audienceamp160 They will watch videos on computers from their homes or offices while webcams record their facial expressions and reactions amp160Sophisticated algorithms will then process and analyze the data measuring emotions from the start to finish of each clip amp160The insights will be compared to emotional norms and the ads scored for key benchmarksamp160 attraction retention engagement and impact amp160Producers will have access to results within daysamp8220We deliver the data and say hereamp8217s what worked and what didnamp8217tamp8221 explains Pulickamp160 amp8220Then they can tweak the content before it goes publicamp8221 amp160Compared to focus groups and questionnaires that are often limited to what people say about their emotions facial coding has the potential to be better and faster amp160In addition momentbymoment diagnostic adds value in some situationsThanks to the speed and affordability of the analysis it also offers what Pulick calls amp8220longitudinal valueamp8221 amp160The same ad could be tested more than once over its lifetimeamp160 As popular culture news headlines and even tastes change so might emotional reactions to an ad amp160And with that change intelligence on what adjustments make the most sense would be identified amp160Or the findings could be used to inform future campaignsamp160Neuroscientist Marci cautions that the technology is better at some things than others amp160He says facial coding is very good at processing and distinguishing smiles and surprise and less so at differentiating sadness anger and contempt amp160Indeed he points out that facial coding isnamp8217t always the right answer to every marketing audience measurement question amp160He recommends thinking of it as one among a suite of audience measurement toolsNow with the NCM rollout facial coding and emotional analysis come one step closer to becoming another among the collection of marketing tools easily accessible to advertisersClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Future of Research Is In Your Face

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Miles Hankin

About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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