NeN
Four videos a six-figure investment and tight deadlines. Emotions recognition applied to TV commercials.
Brief
What better occasion than the planned launch of the whole new NeN TV campaign? The budget was modest, so waste was limited through accurate choices, fundamentally guided by customers' "emotions".
Methodology
Emotiva measured the emotional responses to all 4 ads. The analysis lasted 3 days overall to give people long enough to see the content, with a total of about 400 people analysed – approximately 100 for each video. The dashboard displays the results through different metrics, making it possible to quickly highlight the video capable of generating the best result.
4
TV commercial
400
Partecipants
3
Days
Subjects of the analysis
The subjects analyzed are a comparison of 4 videos.
Alien
Duration 20"
Charmer
Duration 20"
Call centre
Duration 20"
Post office
Duration 20"
Results
Global performance
The "Global Performance" KPI expresses an overall value of the content's potential and is based on a combined set of metrics: content effectiveness, attention and engagement. The "Alien" ad generates the best overall result of all. The values are on a scale of 1 to 10, where the higher value represents the best performance.
Alien
7
Global performance
Charmer
6
Global performance
Call centre
6
Global performance
Post office
5
Global performance
Attention
The “Charmer” ad generates the highest percentage of attention among all the subjects analyzed. This is particularly important since attention is not an emotion but behaviour that presupposes a cognitive load. Being able to generate attention is essential. Companies spend huge amounts of money to grab users' attention, and doing it for those few seconds becomes crucial to generating a conversion. We live in a time when the threshold is constantly falling: today it is only 5-6 seconds.
What emerged
In summary, a few more elements to make data-based decisions to balance creatives' feelings, when there are seven-figure investments in play. After this appearance on television, the pace of customer growth increased by 50% and brand awareness nationwide doubled.
Clients growth
+ 50%
Brand Awareness
+ 100%
Predictive Click
Vs
CTR (Click trough rate)
Bonus: Emotiva Vs Youtube
By viewing data provided by the YouTube platform, we compared YouTube's CTR (Click-Through Rate) with Emotiva's Predictive Click (index of probability that content will be clicked on), which is predicted by considering organic traffic and therefore not influenced by specific investments.
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