Mars teams up with Realeyes to understand emotional commitment for ads

A study by Realeyes and Mars has revealed emotion measurement technology can distinguish between ads which deliver high or zero/low sales lift with 75per cent accuracy.

The research involved 149 ads across 35 brands, with 22,334 people in six countries. Using the webcams of participants, Realeyes measured their facial expressions as they watched the ads.

Realeyes’ technology measures the micro-measurements of the face and uses computer vision and machine learning to analyse them, focusing on expressions of happiness, surprise, confusion, disgust and engagement.

Realeyes’ emotion data was cross-referenced with Mars, Incorporated’s known sales lift data for each ad to investigate the relationship between emotions and sales performance. This created the largest emotional dataset linked to real business outcomes currently in existence.

The analysis found that the emotions data could be used to correctly identify whether the ads tested had a “no to low” or “high” impact on sales 75per cent of the time.

Mihkel Jäätma, chief executive of Realeyes, said, “We wanted to see if our emotion measurement technology could distinguish between high and low performing ads. Being able to identify strong creative with high sales impact enables advertisers to push these ads, and avoid putting media spend behind those with low, or worse – no sales impact. It’s about spending campaign budgets more effectively, optimising ad creation and media buying at no additional cost.”

He added, “Just think – an algorithm can detect how people feel about an advert by tracking their facial expressions, and that can tell us whether that ad will sell or not – that’s exactly what our scientists been working to achieve.”