NEWS22 March 2017

Emotion measurement predicts sales lift with 75% accuracy

AI News North America Technology

US – Emotion measurement technology can distinguish between ads that deliver high or low sales lift with 75% accuracy, according to new research from Realeyes and Mars, Inc. 

Emotion crop

A study designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science, measured over 22,000 people’s reactions to 149 ads across 35 brands and six countries, using artificial intelligence to analyse their facial expressions through their webcams. 

Analysis of Realeyes’ emotion data, cross-referenced with Mars, Inc. known sales lift data for each ad, found that emotions data could be used to correctly identify whether the ads tested had a ‘no to low’ or high impact on sales 75% of the time. 

“We wanted to see if our emotion measurement technology could distinguish between high and low performing ads," said Mihkel Jäätma, Realeyes’ CEO. "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.”