CFO World

MediaCom partners with Realeyes to test how people feel when watching video content

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.

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