When creating video ads, few things are as important as being able to elicit an emotional response from the viewers. Unfortunately, it is not always as easy as companies would like to be able to get that type of response. Using focus groups and other testing mechanisms, companies have been able to improve the quality and effectiveness of their videos over the past few years.
Unruly, which is an ad tech firm owned by News Corp, is looking to provide a holistic solution to marketers and brands who struggle to get successful ad campaigns.
The new system, being called Unruly EQ, brings together a number of services designed together in one system. The systems included are a brainwave analysis system, which was developed by Nielsen. A facial recognition system from Affectiva. Music data analysis from Moonagent. This is all brought together and improved using Unruly’s online questionnaire, which has been used for some time to learn about people’s emotions after watching a video.
The point of this system is to help brands and marketers to be able to create video ads that product strong emotional responses. Emotional responses have been shown to dramatically improve engagement with an ad, which also leads to increased sales. It can also determine when viewers see an ad as fake, or inauthentic, which can actually make consumers distrust the brand.
Overall, this is a pretty impressive setup, and will help those who use it to create much more effective advertisements.