While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
AI-powered system measures audience attention and emotional responses
By our News Team | 2023
Cutting-edge technology is said to accurately assess emotional reactions to brand content in real-time and on a second-by-second basis.
Global marketing communications agency Wunderman Thompson has launched an AI creative-testing solution that it says will help its clients evaluate their advertising and brand assets with a core target audience.
Developed by the agency’s team of data specialists and technologists, Reveal is a proprietary product that uses AI technology to measure a target participant audience’s attention and emotional responses to brand content through real-world environments.
Photo by Cottonbro Studio from Pexels
“Reveal changes the way creative testing is done by measuring the attention and the emotional connections that people have with brand content, Wunderman says in a press release.
“[It] enables brands to measure the link between human emotions and creative communications in a busy world where it’s harder and harder for brands to catch and keep people’s attention.”
Through a panel of core target-audience participants, the creative-testing solution can observe reactions, micro-expressions and changes in muscle movement in the face.
Tracks unconscious movements that show genuine responses
These unconscious movements show genuine emotional responses which are involuntary and authentic, and map the changes to emotional states using an AI-powered emotions-detection model developed by Wunderman.
This technology is said to accurately assess emotional reactions to brand content in real-time.
These movements are unconscious, but show genuine emotional responses on a second-by-second and frame-by-frame basis, highlighting the emotional peaks and valleys so brands can know when the viewer is paying attention, getting immersed in the story, and forming emotional connections.
“As a result, brands can test different video edits, headlines, images, and copy to understand what works best for the target audience and ultimately optimise their creative communications and foster deeper connections with their target audience,” Wunderman says.
“Most importantly the process is completely consent-based and no personal data is stored beyond the time required for analysis.”
US industry body warns marketers to be vigilant as programmatic media is ‘complex’ and ‘can be non-transparent’.
Dentsu says big events like the Euro 2024 soccer finals and US presidential election will help to push up spending.
Look for transparency, check results of previous projects, and request an air-tight scope of partnership, advises industry expert.
AMC’s range of Short Courses is designed to complement the study and career-growth initiatives offered by our member countries.
More people also took advantage of deals to buy everyday items, rather than spending on big-ticket luxury goods.
Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
Data from 2008 recession indicates that, in another recession, the amount spent on higher-priced Fair Trade goods may actually increase.
Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.