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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