女人看着电脑的情感识别

利用面部情绪识别放大广告效果

Why and how testing ad concepts for emotional impact can improve the success of your commercials

广告 情感 眼动跟踪 市场营销

令人难忘的广告唤起情感

If the first principle of advertising is to get seen, then the second is the ad must be felt. 成功的广告取决于两者都做对. But while the first is intuitively easy to understand – what is unseen cannot affect anyone – the second may be less obvious. In business, we are trained to think rationally and to set emotions aside. 或者作为神经解剖学家 泰勒吉尔Bolte拍摄的照片 所说的, “We live in a world where we are taught from the start that we are thinking creatures that feel. 事实上,beta365网址是会思考的有感觉的生物.” Breakthroughs in brain science over the last decades have shown that emotions are the source behind all human action. 因此,让顾客有这种感觉是吸引他们注意的关键, 将AD提交到内存中, 并鼓励他们最终购买beta365网址的beta365网站. 因此, ad testing with traditional market research that relies on conscious and rational thinking often fails to capture the whole picture. And that gap between data and reality may translate into costly failures. Luckily, there are methods to round out this problem and bridge the gap.

Why you should leverage eye tracking and 面部编码 in ad testing

Thanks to technological advances it is now possible to implicitly measure human responses to advertising on TV like commercials and product placements, 社交媒体视频广告或YouTube预演. Facial coding and webcam eye tracking are two easy-to-use methods to measure those first crucial principles of advertising. Using them in combination turns the otherwise elusive powers of attention and emotion into unambiguous data. And together they are quick data to collect and cost-effective at that. 来,让我给你看看beta365网址发现的一些 beta365网站 Dynavox公司 video ads in less than 48 hours and while spending just a few hundred dollars.

一个例子:基于证据的社交媒体广告测试

Nowhere is the war for attention more intense than in social media. So, to make sure the two video ads for beta365网站 Dynavox公司 would hit the mark we tested them with beta365网站职业的Sticky. Participants saw just one of the videos in the test and while they watched it we tracked their attention and emotions via their webcam. 之后,beta365网址还询问了他们对广告的看法.

结果出来的时候, answers to the survey questions indicated an overwhelming success in positive responses to the ads. Almost all respondents (+90 %) said their overall impression was ‘very’ or ‘somewhat positive’. 受欢迎程度是广告效果的关键指标, so this told us one important thing; the ad concept worked once we got people to stop and watch it.

然而, it is one thing that people like a video after viewing it to end in a testing environment where we have already secured their attention. But is it engaging enough to catch and hold peoples’ attention in the wild? 这就是为什么beta365网址也用内隐研究方法来测试广告.

Turning to the emotional data, we saw that sadness appeared to be the dominating emotion. And while that might raise concerns in many other cases, here it is what we were looking for. 在辅助技术的背景下, sadness indicates that the videos manage to engage compassion and move the viewers enough to earn their attention.

使用beta365网站职业的Sticky识别悲伤情绪

也, 深入挖掘数据, we could see peaks of joy in the moment the video shows the happiness resulting from using the assistive technology. And eye tracking showed that almost all participants looked at the product name in the same moment as joy peaked, 给观众留下积极的品牌联系.

使用beta365网站职业的Sticky来获得情感识别的乐趣

整体, the data tells us we have a winning concept with a high probability to succeed in the marketplace. We also got clues as to how to edit later versions for potentially even higher engagement. We know from earlier tests that minor editing can make huge differences. 啤酒品牌广告, 例如, got an earlier and stronger joy-response and a +40% overall higher emotional engagement by just trimming a 30 second spot to 20 seconds (beta365网站职业的Sticky research 2017).

情感识别和beta365网址追踪增加了视角

总结这些发现让我想起了一位老前辈 比喻 where blind men describe an elephant by feeling one part of the animal’s body, 虽然每个人的描述都是正确的, 它们都描述了一种不同的动物.

类似的, 在研究, focusing on results from a sole data source runs the risk of missing the bigger picture. 在beta365网址的测试, 例如, relying solely on survey responses would have left us in the dark about whether they would engage enough or not. Adding implicit research, provided us with that crucial validation in an unambiguous way.

总之, ad testing with webcam eye tracking and 面部编码 enables all campaign stakeholders – from creative teams to media buyers – to get a broader, 更丰富的, 更准确地了解他们的广告表现.

作者: 马格努斯林德 is an experienced Market Researcher and Analyst with 20+ years’ experience and currently running the insight agency Manolima. 马格努斯也是联合创始人 隐式学院, a network dedicated to spread awareness and knowledge in behavioral economy, 神经营销学与隐性市场研究, 特别关注beta365网址追踪, 面部编码, 脑电图和IAT.