CREATING EMOTIONAL EXPERIENCES THAT ENGAGE, INSPIRE, & CONVERT

Transcription

1 CREATING EMOTIONAL EXPERIENCES THAT ENGAGE, INSPIRE, & CONVERT Presented by Tim Llewellynn (CEO & Co-founder) Presented 14 th March 2013

2 2 Agenda Agenda and About nviso Primer on Emotions and Decision Making Measuring Emotions on the IBM SmartCloud Case Study - Interactive Marketing Case Study - Viral Video Ads

3 3 About nviso Software and Technology Startup (based in Switzerland, founded in 2009) Spin-out from EPFL (key academic partners in neuroscience) Best-in-class Facial Imaging Technology (owns and develops all properiatary algorithms)

4 4 Emotions Role in Decision Making Above the Surface Slow Analytical Deliberative Conscious Associative Below the Surface Fast Intuitive Instinctive Non Conscious

5 5 Thinking is the hardest work there is, which is probably the reason why so few engage in it. -Henry Ford

6 6 In IT Terms : Thinking is Slow bits / s 50 bits / s

7 7 Emotion in the Next-Generation HCI Face Speech Touch Gesture Body Pose Head EMOTION Swiss The National Centre of Competence in Research (NCCR) IM2 Interactive Multimodal Information Management researches interaction between humans and computers. 35Million CHF invested over last 10 years.

8 8 The Facial Nerve : The Link to the Brain Difficult to measure areas : Emotion (amygdala) Long Term Memory (hippocampus) What can be measured : Facial expressions Involuntary micro-expressions Head and eye movements Blood flow (heart rate) Unique Measure of Affective State

9 9 From Great Artists to Scientists

10 10 Facial Coding : Ekman Universal expressions of emotion Facial Action Coding System Problem requires manual coding happiness surprise fear anger disgust sadness 11/03/13 Copyright nviso SA All rights reserved.

11 11 nviso 3D Facial Imaging Software Software maps 143 points in the image directly to facial muscles Artificial intelligence precisely detects facial muscles Facial muscles movements encoded based on FACS Machine learning system decodes facial behavior

12 Mix of Emotions (Heineken : Walk in Fridge) 22 Peak Expected? (branding moment) % 250% 200% 150% % Change of Emotion 10 Was Drop Expected? (channel switching) 100% 30 50% Brand Impact (measure of brand) 0% 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec 9 sec 10 sec 11 sec 12 sec 13 sec 14 sec 15 sec 16 sec 17 sec 18 sec Course of time 19 sec 20 sec 21 sec 22 sec 23 sec 24 sec 25 sec 26 sec 27 sec 28 sec 29 sec 30 sec 31 sec 32 sec

13 13 Measures Reaction To Marketing Videos Concepts Images Designs Smell Real-time analysis Second-by-second 7 emotion measures Summary measures

14 14 The Face as a Sensor Emotion 3D Face Model Attention Gestures Behaviours Identity Application Analytics

15 15 Emotion Analytics on the Cloud

16 16 nviso as a Developer Platform BUSINESS CONSUMER

17 17 Develop Emotion Apps developer.nviso.net 11/03/13 Copyright nviso SA All rights reserved.

18 Case Studies 18 Case Study I : Interactive Marketing Cinemax Online Promotion for new TV Series Hunted

19 Case Studies 19 Hunted's 'Byzantium Tests'

20 Case Studies 20 What Makes This a Win?

21 Case Studies 21 Case Study III : Virals Ads Measuring Drivers of Successful Viral Ad Campaigns

22 22 Virals Ads Why do we care? Do viral ads yield actual business results? Are emotional ads more effective than cognitive ads? Most recent work : Wharton University of Pennsylvania Study 2011 : Professor YORAM (JERRY) WIND

23 23 Example

24 24 Selection of the Ads

25 25 Selection of the Ads

26 26 Analysis of Content Categories Superbowl Call to action Cause Co-creation Mascot Creative Children Animals Celebrities Humor Cute Sex Rational appeal Emotional appeal Facebook Likes Twitter Followers

27 27 Results(2) : Multivariate Test Logistic Regression Only 4 variables significant Creative Surprise Cute Emotional How to measure? These results in 60 out of the 73 (82%) viral to be above the best cutoff and 52 out of 73 (71%) non-viral

28 28

29 29 Implications Passive measurement of key drivers of Viral Ads Overcomes issues of rationalised response Keeps surveys relevant in rich media age Makes emotional measurement scalable, measurable and ultimately much more predictive Improve targeting and content selection Understand key segments reacting Understand scenes driving reaction