Reading Emotions In Near Real-Time Will Let Advertisers Change Course Mid-Flight Based On Consumer Reactions
Social video platform GlassView announced it is offering its clients the ability to use emotion-based targeting to optimize video advertising in real time to improve performance. GlassView is one of the only companies in the world to offer this tool, which will drive increased awareness and ROI for advertisers as they use real-time learnings to adjust their campaigns mid-flight. GlassView client LG, a pilot user of the program, has seen dramatic results from using such emotion-based targeting that prompted it to rejigger a global campaign that was already in market.
GlassView is using Realeyes’ webcam-based, machine-learning facial tracking technology to read consumers’ emotional reactions to video advertising in market. Consumers opt in to participating in the use of the technology, which can determine whether ads evoke emotions ranging from happy to sad to scornful. Emotion-based technology has been used before to target the audience for a campaign, but GlassView is using it in a new way that lets advertisers change course mid-flight, based on the emotional reaction their ads are getting.
“Put simply, this is the future of advertising. Applying Realeyes emotion-based insights to social video will make GlassView and Realeyes an unbeatable team, and help us further achieve our mission to deliver the most effective videos to the most engaged target audiences. This is a game-changer,” James G. Brooks Jr., Founder & CEO, GlassView said.
“GlassView’s intelligent approach to digital video distribution dovetailed nicely with our philosophy. We’re delighted to partner with GlassView to bring our technology to their A-list client roster,” Mihkel Jäätma, CEO, Realeyes said.
GlassView has already used emotion-based targeting in market with LG. Based on the emotional reactions to a 15-second ad, LG was able to pick the creative which resonated best with the target audiences in the UK, Brazil, China and the U.S. Some of those optimizations occurred mid-flight in the campaign.
The future application for such emotion-based targeting is open-ended. Advertisers will now have a tool that lets them measure the visceral effect of creative so poorly received ads will be swapped out and advertisers can double down on creative that’s connecting with consumers. As a result, marketers will be able to change their expectations around a campaign and what they can do to optimize performance.
GlassView’s team includes a Board of Directors comprised of former LVMH North America Chairman Renaud Dutreil, who previously held several ministerial positions in the highest levels of French Government; Chien Chung (Didi) Pei, chairman of the China Institute and partner in the legendary Pei Partnership Architects; Beauty and Well Being Founder & Editor Clémence von Mueffling; Jim Porcarelli, CoFounder of MediaCom North America; former Conde Nast executive Stephanie Newhouse; CBS Revenue & Operations Executive Director Dennis Colon; former Vogue.com Creative Director Candy Pratts Price; and Gregory Baker, former UK Minister of Energy & Climate Change and current member of the House of Lords.