Research Shows Advertising is Having a More Emotional Impact on Consumers, But Not All Advertisers Are Using Emotions Effectively

▤ Summary

Affectiva’s analysis uncovers the effectiveness and shortcomings of these efforts, providing unique insights for brands based on the company’s emotion database. The data was collected through Affectiva’s Media Analytics software, which uses artificial intelligence to detect nuanced emotional reactions and complex cognitive states from the facial expressions of market research participants when they view ad content. “The pandemic has prompted brands to rethink their advertising strategy; but, we’ve found that cultivating positive emotional engagement in ads is often the best approach, both for business impact and for serving up the content that consumers are craving,” said Dr. Rana el Kaliouby, co-founder and CEO of Affectiva. Brands have a unique opportunity to provide an escape from these issues, and we’re seeing that continue to have impact.” “From our work with 70 percent of the world’s largest advertisers and 28 percent of the Fortune Global 500 companies, we’ve found that emotionally resonant ads improve sales results,” said Graham Page, Global Managing Director, Media Analytics at Affectiva. Built on deep learning, computer vision, speech science and massive amounts of real-world data, Affectiva’s technology can detect nuanced human emotions, complex cognitive states, activities, interactions and objects people use.

▦ Linked Companies

Affectiva

$1M to $5M