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."

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