 "Facial coding to measure brand affinity")
Facial coding gives an unfiltered, objective, non-verbal read of the emotions that people are feeling while watching ads. We have now used the technique on over 5,000 ads and are beginning to unlock the true power of measuring the holistic response to an ad. Only recently has the measurement of facial expression changed from a time consuming manual process to an automated one. By partnering with MIT-spinoff Affectiva, Millward Brown is one of the only companies to offer validated measurement of both instinctive and reflective responses to an ad. The combination is a powerful one, as you cannot measure instinctive responses using traditional techniques. So what have we found so far?
While people's instinctive reaction to ads is always important it does not always dominate a more conscious and reflective assessment of what is shown and said in a TV ad. The two types of response are usually aligned but sometimes they diverge, which is why it is important to measure both the instinctive and more reflective reaction to an ad.
People can accurately report whether they found an ad enjoyable, how it made them feel, or whether they would want to share with friends. This is where facial coding helps refine our understanding in three areas:
While people's instinctive reaction to ads is always important it does not always dominate a more conscious and reflective assessment of what is shown and said in a TV ad. The two types of response are usually aligned but sometimes they diverge, which is why it is important to measure both the instinctive and more reflective reaction to an ad.
People can accurately report whether they found an ad enjoyable, how it made them feel, or whether they would want to share with friends. This is where facial coding helps refine our understanding in three areas:
- By allowing scene-by-scene analysis to see which elements drive engagement. Facial coding is gathered from anyone who agrees to allow it in the context of a pre-test. This allows us to look at specific groups of viewers and reveal responses that are not verbalised. This is helpful in unveiling differences in reaction between user segments or across markets.
- Facial coding also helps measure how response to an ad builds, or declines, with exposure. We sometimes find that an ad which, on initial viewing seemed to create a mild positive reaction, will strengthen that response on second exposure. The reason is that on second viewing people anticipate the positive scene and respond to it more strongly.
- Facial coding helps provide guidance for refinement of specific executions, media laydown, and possible cut downs. For instance, when facial coding indicated a more positive response to one of three executions tested for Kellogg's in the UK, the resulting ad was supported with more media spend. Subsequent tracking and sales modelling confirmed that the ad drove stronger improvements in brand affinity and return on investment.
The author is Nigel Hollis, EVP & chief global analyst, Millward Brown. Reprinted with permission. Link: http://www.millwa rdbrown.com/ Global/ Blog/ Post/2014-05-19/What-has-Millward-Brown-found-from-measuring-people-s-instinctive-reaction-to-more-than-5-000-ads.aspx