Creative agency Emotive and AI-powered emotion measurement company Realeyes, today announced a strategic partnership to help Emotive clients maximise emotional intensity in film communications.
With over $35m raised in external financing and 20,000 videos tested in 78 countries, Realeyes has pioneered emotion technology and continued to perfect it over the last decade. Their facial coding technology will be exclusively integrated into Emotive’s proprietary Brand Resonance Dashboard, allowing Emotive to test the emotional intensity of long and short-form creative on both mobile and desktop as a whole and on a second-by-second basis, in combination with real time social performance.
Says Simon Joyce, CEO of Emotive: “Since launch, Emotive has concentrated on leveraging data to increase creative impact. Realeyes, with their focus on deep, measurable insights into the role of emotion in creative effectiveness, is the perfect partner. Their combination of AI and facial coding to determine emotional impact brings an objective perspective to the heart of the Emotive creative process – a critical step in driving creative iteration.”
Says Mihkel Jäätma, CEO, Realeyes: “The power of emotion and attention measurement leads to better creative, better consumer experiences, and stronger business performance. Creative is the most important lever in driving marketing success, and now marketers and video creators can operationalise emotion and attention AI to inform and optimise their creative to drive greater ROI at scale.”
Emotive launched the partnership with Realeyes technology driving creative optimisation for two recent campaigns: Optus’ Change the Future They See and Google’s AFL Season In Search, with both spots delivering emotional intensity well above global benchmarks.