Emotion measurement to be integrated into campaigns

MediaCom and Realeyes have announced a partnership which will see emotion measurement technology incorporated into creative and planning for clients.

The move, the first of its kind for a media agency, will allow MediaCom to assess the ’emotional power’ of every piece of in-house video content as it looks to improve audience engagement and will be used in conjunction with existing measures.

Signalling a turning point for both media and tech industries, the news comes as Apple buys emotion-reading artificial intelligence company, Emotient, which analyses facial expression and detects emotion – although Apple’s intentions remain a mystery at present.

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MediaCom Beyond Advertising’s head of EMEA Palle Finderup Diederichsen, said the partnership will help drive a smarter data-driven approach to creativity and planning, and ensure that clients are building the “most engaging branding experiences”.

“Tools such as Realeyes allow us to get behavioural information upfront, so we can optimise and measure content before launch,” Diederichsen said.

“This enables us to deliver more effective video and more efficient distribution, making the message more impactful and delivering increased business advantage for our clients.”

Mihkel Jäätma, CEO of Realeyes, added: “Emotion analytics provides quicker and deeper intelligence than traditional methods and, as it scales easily across global markets and cultures, it makes it easy to roll out centrally – even within large and sophisticated organisations such as MediaCom.”