Be On integrates face recognition into branded video campaigns

Be On, AOL's global branded content business, has formed a partnership with Realeyes, an emotional-testing platform that claims to be able to measures how people feel and react when they view branded video content.

Realeyes managing director Mihkel Jäätma with face-tracking system
Realeyes managing director Mihkel Jäätma with face-tracking system

Be On can now offer biometric tracking to determine the emotional impact of a piece of video content, plugging into renowned consumer panels such as CINT and Toluna.

With this new partnership, Be One claims brands can measure the emotional impact of their content frame-by-frame at launch or before it goes live. Realeyes will be added to the Be On Insights package. This comes as the AOL division ramps up its bid to lure adspend away from traditional television budgets.

LG was one of the first brands to integrate the technology for branded video content with its campaign  So Real It's Scary 2' in several markets. The film performed better than 95% of ads, according to Realeyes, and resonated best with the 18 to 34 demographic, LG's target audience.

The trial found that confusion was the dominant emotion for the first 45 seconds, happiness spiked strongly at the punch line, far above industry norms and remained highly elevated throughout. These learnings assured LG that the potentially controversial video performed as intended and that the strong creative was worth spending big on when it came to distribution.

All content testing is facilitated through a webcam, meaning content can be tested anywhere, any time and through multiple devices, to a selection of panel users who have explicitly consented to the testing.

It is then analysed in real time to provide brands with rich data around six basic emotions and performance criteria, such as attraction, retention, engagement and impact. On average, the process from launching the panel testing to campaign analysis takes just 48 hours.

Mihkel Jäätma, chief executive of Realeyes, said: "With such an explosion in video advertising scale and speed, these methods now struggle to deliver credible feedback on the relationship between consumers and brands.

"Emotions are key to successful communication and our fully automated facial coding platform can reveal subconscious reactions to any video content quickly, and at scale."

René Rechtman, chief executive of Be On, said: "The addition of Realeyes to the Be On offering gives brands an unparalleled 360° service, which will revolutionise the branded video marketplace."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share
IPG's UK revenue jumps 21% after Profero acquisition

IPG's UK revenue jumps 21% after Profero acquisition

Interpublic Group (IPG) the owner of Initiative, Lowe and Partners and McCann, saw its UK revenue rise 21 per cent in the first three months of this year, boosted by its acquisition of Profero.

Share

Get news by email