The content and connections agency has partnered with the Realeyes platform to incorporate emotion measurement technology into its creative and planning.
Content and connections agency MediaCom has partnered with Realeyes for the first time to integrate emotion measurement into its content testing and media planning for its clients.
The partnership, which MediaCom claims is the first of its kind for a media agency, will enable the company to assess the emotional power of every piece of video content it briefs media/production partners to make or create in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.
Founded in the US, the now global agency’s new partnership will mean MediaCom can assess the emotional power of every piece of video content it briefs media/production partners to make or create in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.
The Realeyes platform, which measures how people feel as they view video content via any Web cam, will be integrated into MediaCom’s central content hub, which gives producers and planners the ability to include emotion analytics into their analysis and recommendations. They will also be able to benchmark content against previous campaigns in their own market and other countries around the world.
Founded at Oxford University, Realeyes’ emotion measurement technology enables marketers to analyse content across the three key stages of video advertising by testing the creative, planning media spend and overrall performance.
“Incorporating Realeyes’ technology enables us to take a smarter data-driven approach to creativity and planning, ensuring that our clients are building the most engaging branding experiences,” MediaCom Beyond Advertising head of EMEA, Palle Finderup Diederichsen, said. “Tools such as Realeyes allow us to get behavioral information upfront, so we can optimise and measure content before launch. This enables us to deliver more effective video and more efficient distribution, making the message more impactful and delivering increased business advantage for our clients.”
According to Realeyes’ CEO, Mihkel Jäätma, MediaCom fully understands the central role of content in successful marketing but was looking for a quick and economical way to assess which content strikes the right chords with the right audiences
“Emotion analytics provides quicker and deeper intelligence than traditional methods and, as it scales easily across global markets and cultures, it makes it easy to roll out centrally – even within large and sophisticated organisations such as MediaCom,” he said.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016