Mars "emotions" study shows which ads sell with 75% accuracy Netimperative - latest digital marketing news

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A study by Realeyes and Mars, Incorporated has revealed emotion measurement technology can distinguish between ads which deliver high or zero/low sales lift with 75% accuracy. The study involved 149 ads across 35 brands and 22,334 people in six countries. Realeyes measured how people felt while they watched the ads by using artificial intelligence to analyse their facial expressions through their webcams (with their consent). The study was designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science. Realeyes' emotion data was cross-referenced with Mars, Incorporated's known sales lift data for each ad to investigate the relationship between emotions and sales performance.


Mars "emotions" study shows which ads sell with 75% accuracy - Digital Intelligence daily digital marketing research

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The study involved 149 ads across 35 brands and 22,334 people in six countries. Realeyes measured how people felt while they watched the ads by using artificial intelligence to analyse their facial expressions through their webcams (with their consent). The study was designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science. Realeyes' emotion data was cross-referenced with Mars, Incorporated's known sales lift data for each ad to investigate the relationship between emotions and sales performance. This created the largest emotional dataset linked to real business outcomes currently in existence.


Realeyes raises $12.4 million to help brands detect emotion using AI on facial expressions

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Artificial emotional intelligence, or "emotion AI," is emerging as a key component of the broader AI movement. The general idea is this: It's all very well having machines that can understand and respond to natural-language questions, and even beat humans at games, but until they can decipher non-verbal cues such as vocal intonations, body language, and facial expressions, humans will always have the upper hand in understanding other humans. And it's against that backdrop that countless companies are working toward improving computer vision and voice analysis techniques, to help machines detect the intricate and finely balanced emotions of a flesh-and-bones homo sapiens. One of those companies is Realeyes, a company that helps big brands such as AT&T, Mars, Hershey's, and Coca-Cola gauge human emotions through desktop computers' and mobile devices' cameras. The London-based startup, which was founded in 2007, today announced a fresh $12.4 million round of funding from Draper Esprit, the VC arm of Japanese telecom giant NTT Docomo, Japanese VC fund Global Brain, Karma Ventures, and The Entrepreneurs Fund.


What Is Artificial Emotional Intelligence & How Does Emotion AI Work?

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Imagine a world in which machines interpret the emotional state of humans and adapt their behavior to give appropriate responses to those emotions. Well, artificial emotional intelligence, which is also known as emotion AI or affective computing, is already being used to develop systems and products that can recognize, interpret, process, and simulate human affects (with an "a," not an "e"). In psychology, an "affect" is a term used to describe the experience of feeling or emotion. If you've seen "Solo: A Star Wars Story", then you've seen the poster child for artificial emotional intelligence: L3-37. Lando Calrissian's droid companion and navigator (voiced by Phoebe Waller-Bridge) instigates a slave revolt to escape from Kessel, but is severely damaged during the diversion.


Webcams, AI Used To Measure Ad Content Reaction

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A system using artificial intelligence for advertisers to determine the amount of attention their ads will receive before launch has been introduced by Realeyes, an emotion AI company. The system uses webcams to monitor consumer behaviors, such as eye movements, blinking, yawning and head movements, creating metrics showing the volume and quality of attention to the ad content. The tool, created in collaboration with AI experts from Imperial College London, uses webcams to measure attention the same way a human would do, according to the company. The system would be used with consumer panels in advance of an ad launch. "For advertisers, the cost of going unnoticed is a price too high to pay," stated Mihkel Jäätma, CEO and co-founder of Realeyes.