MediaCom Partners with Emotion Specialist Realeyes

WPP agency MediaCom has set up a global partnership with emotional analytics specialist Realeyes, to incorporate emotion measurement technology into its content testing and media planning services.

Founded at Oxford University, Realeyes offers emotion measurement technology helping marketers to make better decisions across three key stages of video advertising - testing the creative, planning media spend and analysing the performance. Last year, Realeyes and Imperial College London were jointly awarded a EUR 3.6m grant to develop their technology, including the use of computer webcams to automatically detect whether a person likes or dislikes what they're seeing.

In what it is describing as the 'first of its kind' for a media agency, MediaCom will use the Realeyes platform to assess the emotional 'power' of every piece of video content commissions or creates in-house, and ensure client messages are delivered to the most receptive audience segments. This platform - which measures how people feel as they view video content via any webcam - will be integrated into MediaCom's central content hub, to enable producers and planners to include emotion analytics in their analysis and recommendations, and benchmark content against previous campaigns.

Palle Finderup Diederichsen, Head of EMEA at MediaCom Beyond Advertising, comments: 'Tools such as Realeyes allow us to get behavioural information upfront, so we can optimise and measure content before launch. 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'.

Web sites: www.mediacom.com and www.realeyesit.com .