New study shows the most engaging commercials for consumers were not those driven by social issue, but light relief
It was humour and not social themes that saw Mr Clean and Skittles produce the most engaging Super Bowl commercials, according to a new study based on people’s facial recognitions.
The research, undertaken by facial tracking firm, Realeyes, found the Mr Clean ‘Cleaner of your Dreams’ and Skittles’ ‘Romance’ advertisements both scored a 98 per cent engagement rate during this year’s Super Bowl game, topping the list of 51 commercials screened. The score was based on a combined measure looking at how well the ad grabbed a viewer’s attention, kept it, and left an impression.
According to Realeyes, both commercials had universal appeal across genders and age groups, while Mr Clean was particularly appealing to women. To do this, Realeyes tracked the facial expressions 3300 people via their Web cams, provided by Lucid.
Third on the most engaging list was Bai’s ‘J Timberlake and C Walken’ ad, with an engagement score of 94.6 per cent, and Buick’s ‘Big game Cam Newtown’, at 93.9 per cent. Rounding out the top five was Wonderful Pistachio’s ‘Ernie gets physical’ 15-second commercial, which scored 93.2 per cent.
What was also clear from the research was that humour, not social or political themes, was key to winning audiences over.
“Much of the talk among the advertising community beforehand was around tackling social issues, such as equality and diversity,” said Realeyes CEO, Mihkel Jaatma. “However, the reality is that people just want to be entertained when it comes to Super Bowl commercials and the brands that did this connected the most with viewers.”
As an example, Jaatma pointed to Budweiser’s ‘Born the hard way’ commercial, which focused on the beer brand’s immigrant founders and generated significant PR and social buzz. In comparison, the ad scored just 36.3 per cent and ranked sixth worst among the 84 ads studied through facial tracking.
Top of the list for worst ads was Airbnb’s ‘We accept’ and Coca-Cola’s ‘America is beautiful’, which both centred around social issues and ranked third and second, respectively.
The top 11 list:
Realeyes recently struck a deal with Mediacom to incorporate its facial tracking technology into the media agency's creative and planning.
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
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.
Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.
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.
Thank you! That was useful to know.
Belia Adam
Why your best social marketing brand tool could be hiding in plain sight
Because you are missing the point of the term "disruption"
Sean
Uber for the truckies: How one Aussie startup is disrupting the freight industry
Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...
Quasi Carbon
Unilever CMO threatens Facebook, Google with digital advertising boycott
How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M
Alex Atmavan
Rethinking gamification in marketing
True Local - one of the least credible review sites on the entire internet.
MyNameIsStomp
Former Virgin Mobile CMO and CEO joins oOh! as first customer chief