Four videos a six-figure investment and tight deadlines. Emotions recognition applied to TV commercials.
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".
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.
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.
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.
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.
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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