“This basically means they need more content that is better or at least [more] tailored, probably at the same budget as before,” he said.
MediaCom Beyond Advertising is specifically focused on understanding the connection between brands, consumers and platforms, and tests new tools to aid in content creation. It also collaborates with vertical-specific divisions within MediaCom, such as MediaCom Sport.
MediaCom is already testing Realeyes’ tool for clients like P&G, Shell, SONY Mobile and Coca-Cola. Rather than measure campaign effectiveness after the fact, the agency wants to evaluate content in real time. That way, clients can either put more resources into or pull back on certain investments depending on whether a piece of content is resonating or falling flat.
Realeyes runs two forms of measurement: “live testing” campaigns are priced per view and prompt users who have opted in to “share” how they feel (e.g., happy, sad, excited) after clicking on a video in real time.
In “sample testing,” advertisers can select sample audiences to run pre-launch tests and are priced per sample. It offers emotion-based measurement APIs via key video players on YouTube, Brightcove and JW Player.
Emotional engagement is a relatively nascent KPI, but “has also been proven to correlate with sales,” said Diederichsen, “so that is an obvious goal for clients such as fast-moving consumer goods” companies.
Although Realeyes is rooted in desktop video, more consumers are viewing mobile video, which could introduce some limitations with the tech especially around socially distributed video.
“Mobile is already integrated [and we can] embed videos in live environments such as Facebook,” Diederichsen noted. However, he added as an example, “we always need permission to test [using this methodology] and this is unlikely to happen at scale with people who are on their daily commute on the train.”
Correction: Realeyes develops facial-coding technology, not eye-tracking technology, as the article earlier stated.