MediaCom has entered into a global partnership with Realeyes to incorporate emotion measurement technology into its content testing and media planning for clients.
The partnership, the first of its kind for a media agency, will enable MediaCom to assess the emotional power of every piece of video content it briefs media/production partners to make or create in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.
The Realeyes platform – which measures how people feel as they view video content via any webcam – will be integrated into MediaCom’s central content hub, which gives producers and planners the ability to include emotion analytics into their analysis and recommendations. They will also be able to benchmark content against previous campaigns in their own market and other countries around the world.
“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,” says 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.”
Founded at Oxford University, Realeyes’ emotion measurement technology enables marketers to make better decisions across the three key stages of video advertising – testing the creative, planning media spend and analysing the performance.
“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,” says Mihkel Jäätma, Realeyes’ CEO. “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.”
The news follows Apple’s purchase of Emotient, the company behind the emotion recognistion software used by RealEyes.