At iiEX, Sydney, Matt Newcomb from Realeyes presents how emotion analytics are used to optimise content, predict media performance and evaluate campaign effectiveness. He covers how Realeyes collects big data from collecting audience emotions via webcam and crunches the data in to insightful reports which enable clients to predict the social media performance of content and ultimately drives consumer behaviour. In festive spirit Matt shows how the David Jones Christmas ad has made audiences even happier than the famous John Lewis "Monty the Penguin" ad which has been nominated as the best performing Christmas ad in the UK.

1. Emotions Drive Better
Video Performance
IIeX 4th December 2014 | Sydney, Australia

3. “Only a small portion, 7% is
tagged and an immaterial
portion 1% is analyzed.”
Mary Meeker, KPBC
May 28, 2014
Insight Big data > information
> Knowledge > Insight

4. Emotion Measurement
is BIG DATA
10
Data points per frame
x8>
Frames per second
x30
Second advert
x300
People in typical test

5. We turn big data in to
useful, analytics
Optimise Content
• Pick strongest videos to launch
• Modify content to raise impact
Predict Media Performance
• Target audiences with the
strongest reactions
• Scale spend towards stronger
emotions to maximise ROI
Evaluate Campaign Effectiveness
• See how audiences respond to
your content to inform future
media distribution

6. Reporting Dashboard
Easy to read, second by second charts
with customisable views and data
segments (emotions, heart-rate,
gender, etc)
EmotionAll® is a simple, presentation-
ready overview report, including a 1 to
10 performance score.
Slice-n-dice
data
Snapshot
Performance
score
Benchmark single videos or entire
campaigns against norms from similar
categories, markets and geographies.
Compare
norms

7. “We are not thinking
machines that feel,
rather, we are
feeling machines
that think.”
Prof. Antonio Damasio,
University of South California
Worst case of Road Rage Ever - YouTube
Alfred Eisenstaedt 1945, Life Magazine
Crying de Niro on Katie Couric Talk Show
Worst case of Road Rage Ever - YouTube
Neymar scoring a penalty for Brazil 2014
Emotions Drive
Behaviour

8. “Consumer decision
making is driven by
emotions”
Prof. Norbert Schwarz 2000
Metacognitive Experiences in Consumer
Judgment and Decision Making
Image: Confessions of a Shopaholic, Touchstone Pictures,
Jerry Bruckheimer Films 2009
Emotions Drive
Behaviour

9. Response
to video
Click, Share
…Buy
The cognitive process of the brain
has two systems:
System 1
An intuitive emotional connection
System 2
A conscious cognitive activity
Emotions Drive
Behaviour

10. Emotions Drive
Behaviour
“People are 64%
more likely to buy a
product or service
online after
watching a video.”
Comscore – Fold 7 Blog
Online Activity Watching Video
1/3Source: ‘Insivia’

11. Social Actions Drive Referrals & Sales
Purchase After Sharing Source: Vision Critical survey of 6,000 people in UK, June 2014
Site Referrals Source: Shareaholic Traffic Referrals over Q3 2014
Facebook Users
73%
Purchase After Sharing
38%
Site Referrals
24%

12. Emotions Drive Social Actions
Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos
Higher emotional content increases shares and views

13. Emotions Drive Social Actions
Source: Realeyes chart data created June 2014 analysing the Facebook shares and YouTube views of 1045 global videos
Higher emotional content increases shares and views

14. Emotions Drive Social Actions
David Jones – Things We Do for Love, Prediction

15. David Jones
YouTube Shares to date
Things we do for love
Wow starts Now
499,282
Published 11.07.2013
735,529
Published 11.03.2014
A much more emotional narrativeMore generic “buy nice things” at Xmas

16. David Jones
Realeyes Happiness Chart View

17. David Jones
Realeyes Happiness Chart View

18. Drive Your Drive Media Plan
With Emotional Intelligence
1-3 4-5 6-7 8-10
EmotionAll®
Score
Pre-Roll Social
Channel
Split
High Low
Cost Per
View
Views Paid Earned
70% 30 70%30

19. Two Methods of Collecting
Emotion Data
1. Controlled Sample
• A sample size chosen by
client to suit target
demographic
• Ideal for optimising
creative before launch
• Great for predicting media
performance.
2. Live Emotion Testing
A world first!
Launched in October for AOL
Now Mumbrella
• Viewer clicks play on video
• Prompted to allow / deny
webcam access
• Watches video

20. Mumbrella Live Audience Tracking
Try it yourself!
www.mumbrella.com/
#DavidJonesLive
@realeyesit

21. Thank you