EMOTION TARGETING BREAKS NEW GROUND

IN VIDEO EFFICIENCY

Mihkel Jäätma (Realeyes) & Paul Martin (Xaxis)

TV targeting has changed…

Spray n Pray

Stationery TV, fewer channels, fewer

ads, only targeted by age and gender.

Precision

Many devices, channels, ads, demographic

metrics including behaviour and emotions

Not all audiences like the same ad…

Not all audiences like the same ad…

Methodology

Audience Groups

Match Realeyes IDs to

Xaxis segments

Emotion Data

Measure audience

Audience Map

Synch audience and

emotion data

+ =

Emotion Data Audiences Audience Emotion Map

Audience Emotions Map

Audience Emotion Maps provide

at-a-glance insights into different

audiences’ emotional response

and engagement

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YouT

ub

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Performance Score

Facebook Shares YouTube Likes YouTube Views

Social media performance data

World’s biggest emotion data set

linked to real world outcomes

Social media engagement is

linked to brand performance

1952 videos with 301k views

=> 6m social actions

Trained a model that predicts

social actions per thousand views

Emotion targeting drives results

Audience Group Predicted Actionsper 1000 views

House Proud 17

Business 15

Shoppers 14

Gamers 13

Automotive 12

Technology 10

Culture 10

Social 8

Travellers 6

Sports 5

Untargeted 6

Emotion targeting drives results

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Spray n Pray Targeted

Pre

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ws

“…it answers the never-ending

question – is my creative ok?

Is it engaging? Is it accurate

for my target audience? Now,

there is no “probably”, there is

“for sure” answers only.”

Kamil Sikorski

Head of Digital, Maxus