Building Better Super Bowl ads while watching you watch

WALTHAM, Mass. - Manufacturers of Wheat Thins cereal bowl can have a successful business possible on their hands.
I think it's because I saw the ad on my computer when another computer watching me watch it on the internet. The announcement combined box Wheat Thins, night vision goggles, the fear of Bigfoot when he should have been afraid of the Yeti, and a neighbor thief. It seems that my "emotional valence" score - which can be roughly translated to mean my overall emotional reaction - while watching all that was unusually high, at least once the Yeti and the neighbor thief appeared.
I had no idea a Yeti Thin and wheat were a potent combination, but after running the ad through a demo of the company Web Affectiva 3-years, I am forced to conclude that c ' is.
Welcome to the future of advertising, where the wisdom of spending a reported $ 4 million for a 30-second spot in the Super Bowl should not be left to the imagination of the creative team of an advertising agency and honest discussion groups.
When you turn on the Super Bowl tomorrow and watch this game in the game - no, not the performance of Beyonce, I mean the ads - there's a good chance that at least several of these have been tested using tools Affectiva which are used by both Coca-Cola and Unilever, which owns brands from Dove ice cream Ben & Jerry. By using a web camera and with the permission of the user (usually controlled by an advertising agency or search firm) Affectiva monitors a person's expressions while watching an ad.
Affectiva topline provides a measure on a scale of 1 to 10 on something the company calls a score Affdex. It is a combination of participation, a "feel good" index and a "metric less." Behind the reaction along the entire length of the ad is monitored and mapped. When is someone smile when ad? When did they frown? When did they drift? Everything is monitored and produced the science behind deep tables.There this report. Affectiva was founded in 2009 and is based on technology created at the Massachusetts Institute of Technology Media Lab. The technology was originally designed to work with people who have autism. because people with autism may have trouble displaying emotional reactions, co-founders of Rana el Kaliouby and Rosalind Picard has created a mathematical model to monitor difficult to perceive changes in their expressions.
"Personally, I think it could be a standard for advertising," said Stephanie Tilenius, an executive in residence at the venture capital firm Kleiner Perkins. Kleiner was part of a 12 million Series C funding announced in August. The company also has an attention grabber at the Consumer Electronics Show in Las Vegas last month.
If you have a webcam on your computer, you can run through the demonstration Affectiva here. You can also test a small goat tied to Doritos (really, it's kind of work), Hyundai ad with a "do not tell mom" theme, and an announcement already somewhat controversial Volkswagen in which many people you wouldn 't expect to have Jamaican accents look a lot like Jimmy Cliff.
The first applying the most viable technology Affectiva advertising, of course. But it may one day find its way into everything from medical devices to smartphones. Imagine, for example, if your phone could feel your expression, pulse and tone of the voice of the emergency, you need an application or make a phone call?
Affectiva sensation after the Super Bowl last year with a public analysis of most ads during the Giants-Patriots scary. Perhaps their most interesting finding is that followed the announcement of the 2011 hit "Kid Vader" Volkswagen announcement have not tested well among the 400 participants. The announcement involved a dog trying to lose weight, and finally, the pursuit of a new red Volkswagen. But when the announcement transitions to a scene in Star Wars Cantina scene (a nod to the child Vader), interest fell off the map and recover.Most likely testing technology announcement will be used in addition Traditional testing ad, rather than replace focus groups said Graham page, an executive research firm Millward Brown. Last year, Millward Brown tested more than 400 ads using technology Affectiva and should be used during more than "several thousand" ads around the world this year.
A visit Affectiva technology is a bit of a turn of your own instincts. In a few seconds, you can see what you already suspected quantified on an ad. When tested face-to-face Apple and Samsung parts, for example, or announcement, floated my boat. (You can see my expression too hard while watching in the screenshot above this article.)
So what have I learned from my tastes advertising? It seems that I really hate commercials in which adult men act like children, but I am a sucker for hopeless ads with real kids. I've always sort of known this. But thanks to a technology demonstration face tracking here in the offices of a young company called Affectiva I can say with certainty that, yes, Verizon, I was very embarrassed by this announcement with stupid guys dopey playing basketball. But children in the announcement of AT & T? Adorable.
"Your negative reaction to this," said April England, vice president of product management and marketing at Affectiva "was also negative as it can be."...
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