Dive Brief:
- MediaCom is going beyond traditional metrics by using Realeyes technology for emotional analytics for its content testing and media planning.
- The tech uses webcams to detect facial expressions and intuit emotions based on analytics.
- For now the tech is focused on video ads and the testing is less expensive and time intensive than focus groups.
Dive Insight:
Marketers are always seeking insights into their prospects' minds. WPP's MediaCom has set its sights on a new method – emotional analytics. Using Realeyes technology, the agency will be able to decipher facial expressions. The process involves webcams and is faster and cheaper than focus groups and other more typical ways marketers have used to get insights into what consumers think.
MediaCom Executive Palle Finderup Diederichsen said in a statement, "Tools such as Realeyes allow us to get behavioral information upfront, so we can optimize and measure content before launch."
According to Realeyes CEO Mikhel Jaatma, its question-based surveys are about 65% accurate in predicting sales, and 80% for social media shares, comments and views.
"If there is more value and it’s easier to use, [emotional analytics] becomes the new standard," Jaatma told Marketing Land.
MediaCom has annual billings of $33 billion for its major brand clients, including P&G and Coca-Cola.