WPPグループのMediaCom、感情分析のRealeyesとの提携を発表
MediaCom has entered into a global partnership with Realeyes to incorporate emotion measurement technology into its content testing and media planning for clients. The partnership will enable MediaCom to assess the emotional power of every piece of video content it briefs media/production partners to make or creates in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.
The Realeyes platform–which measures how people feel as they view video content via any webcam–will be integrated into MediaCom’s central content hub, which gives producers and planners the ability to include emotion analytics into their analysis and recommendations. They will also be able to benchmark content against previous campaigns in their own market and other countries around the world.
Founded at Oxford University, Realeyes’ emotion measurement technology enables marketers to make better decisions across the three key stages of video advertising–testing the creative, planning media spend, and analyzing the performance.
