MediaCom has partnered with Realeyes to incorporate emotion measurement technology into content testing and media planning.
MediaCom intends to use this partnership to weigh up the emotional power behind every piece of video content produced by its media and production associates, with the aim of ensuring that content is as engaging and well-served as possible.
“Incorporating Realeyes’ technology enables us to take a smarter data-driven approach to creativity and planning, ensuring that our clients are building the most engaging branding experiences,” said Palle Finderup Diederichsen, head of EMEA at MediaCom Beyond Advertising.
“Tools such as Realeyes allow us to get behavioural information upfront, so we can optimise and measure content before launch. This enables us to deliver more effective video and more efficient distribution, making the message more impactful and delivering increased business advantage for our clients.”
Realeyes, which was founded in Oxford, will be integrates into MediaCom’s content centre, measuring people’s video viewing emotions via a webcam, with information and analytics fed back to producers and planners to compare with previous campaigns and help make creative, planning media spend and performance analysis decisions.
“MediaÇom fully understands the central role of content in successful marketing but was looking for a quick and economical way to assess which content strikes the right chords with the right audiences,” said Realeyes chief executive officer Mihkel Jäätma.
“Emotion analytics provides quicker and deeper intelligence than traditional methods and, as it scales easily across global markets and cultures, it makes it easy to roll out centrally – even within large and sophisticated organisations such as MediaCom.”