AOL wants to know how people are feeling when watching branded content, so they partnered their branded content arm, Be On, with emotional-testing platform Realeyes. Be On now has biometrics that will allow brands to see how their content is being perceived frame-by-frame before it goes out to market. It's crazy amazing that there are firms that do this kind of thing. Brands with the means don't have an excuse to release sub-par marketing campaigns anymore with technology like this.
Be On Teams with Realeyes, LG One of the First to Test It
LG used the technology with their video, "So Real It's Scary 2," the sequel to the ad where they scared the heck out of people in an elevator by showing "the floor falling beneath them" as they ascended. This one was a little more cheeky, making men in the bathroom nervous with hot girls suddenly appearing on the screens and causing "stage fright:"
Be On and Realeyes had 600 people watch the ad, and found that did better than 95 percent of all ads and did extremely well with the 18-34 demographic, the key group they were targeting. Despite some reservations at the beginning (in the first 45 seconds, there was a lot of confusion), the punchline brought the content home, and gave LG the "go-ahead" for their new ad.
Be On's Insights program already had brand uplift, competitor benchmarking, audience visibility, social buzz and emotional engagement analysis, so adding biometrics to the fray was only natural I suppose. Here's what the press release says:
All content testing is facilitated through a webcam meaning content can be tested anywhere, anytime and through multiple devices, to a selection of panel users who have explicitly consented to the testing. It is then analyzed in real-time to provide brands rich data around six basic emotions and performance criteria such as attraction, retention, engagement and impact. On average, the process from launching the panel testing to campaign analysis takes just 48 hours.
I imagine that's pretty attractive to brands, to not have to round up a bunch of people off the street to perform viral video science. It can be done right from the comfort of the viewers' homes via a webcam, and the analysis doesn't take long. Interesting and useful stuff!
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