Onlin Facial Expression

Recognition
Russian case study

Emotions metter
We know that emotional ads are more memorable
and generally more successful

But how can we reliably measure an ads

unconscious emotional impact?
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From Creation to Application

New scalable non-verbal technology

Unconcious facial expressions captured and
translated into 6 universally accepted
emotions
via webcam

without interrupting the users viewing

session

Powerful diagnostic tool

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Test of 14 video ads for soft drinks broadcast in Russia

OUR CASE STUDY

Methodology
14 video ads for soft drinks
6 brands broadcast in Russia last summer
270-320 respondents (gender and age quoted) per ad
Online survey (CAWI)
Coca-Cola (3 ads)

Sprite (1 ad)

Lipton Ice Tea (4 ads)

Laimon Fresh (2 ads)

Pepsi (2 ads)

Beverage from
Tchernogolovka (2 ads)
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Scoring Approach
Consists of:
20% attraction,
20% engagement,
30% retention,
30% impact

Attraction:

Compared with
the benchmark
based on 311
ads and 47872
ad viewings

Engagement:

denotes whether the stimulus manages the overall emotional reaction to the
to grab the viewers attention.
media.
Retention:

Impact:

represents how well the stimulus

determined by the levels of happiness
maintains the attention of its audience. invoked at their peak and at the end.
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Test Results
Lipton Ice Tea Fan
Lipton Ice Tea Slap
Buranovskye Grandmothers
Beverages from Tchernogolovka.
Don't Make Nature Angry 2
Lipton Ice Tea Dance
Beverages from Tchernogolovka.
Don't Make Nature Angry
Limon Fresh Naturality Style
Pepsi Deep Drink
Pepsi Max
Laimon Fresh Created by Nature
Coca cola Better at Home
Coca cola Russia at Euro 2012
Lipton Ice Tea New Flavor
Coca Cola Since 1866

Total
Score
8
7
6

Attraction
8
5
8

Reten- Engage
Impact
tion
ment
8
8
9
7
8
8
6
6
4

6
5

6
5

7
4

7
5

6
4

5
5
4
4
4
4
4
3
3

6
5
5
6
6
6
4
3
5

5
4
4
2
3
3
3
2
2

6
6
5
5
6
5
6
4
5

4
4
4
3
3
3
4
2
2
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Top 2 and Bottom 2 ads

Best ads

Lipton Ice Tea Fan

Lipton Ice Tea Slap

Worst ads

Lipton Ice Tea New Flavor

Coca-Cola Since 1886

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Lipton Ice Tea Fan: Measures

Scored better than 97% of tested ads

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Lipton Ice Tea Slap: Measures

Scored better than 91% of tested ads

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Lipton Ice Tea New Flavor: Measures

Better than 4% tested ads

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Coca-Cola Since 1886: Measures

Better than 4% tested ads

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Emotional Behavior

Emotions for Top-2 ads are stronger and Happiness increases

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Moment-by-Moment View of Emotional

Response

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Value of the technology

WHAT IS THE OUTPUT?

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Is it Really Effective?

Direct correlation between emotional involvement and liking

Source: Realeyes, Toluna.
Test of 18 ads shown during the 2012 Summer Olympics

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Advantages:

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Benefits:

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Natalia Khazeeva
NewMR CEO
Natalia.khazeeva@newmr.ru

THANK YOU FOR YOUR ATTENTION!

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