So what else did I learn about my advertising tastes? It appears I really hate commercials in which grown men act like children but I am a hopeless sucker for ads with real children. Ive always sort of known this. But thanks to a demonstration of cial-tracking technology here at the offices of a young company called Affectiva I can say, with certainty, that, yes, Verizon, I was seriously annoyed by that dopey ad with the dopey guys playing basketball. But the kids in the AT&T ad? Adorable.
When you turn on the the Super Bowl tomorrow and watch that game within the game — no, not Beyonces performance, I mean the ads — theres a good chance that at least several of those pieces have been tested using Affectivas tools, which are being used by both Coca-Cola and Unilever, which owns brands ranging from Dove soap to Ben &score.
I had no idea a Yeti and Wheat Thins were a powerful combination, but after running the ad through a Web demonstration by the 3-year-old company Affectiva, Im forced to conclude thats the case.
A tour of Affectivas technology is a bit of a tour of your own instincts. In seconds, you can see quantified what you already suspected about an ad. In a ce-to-ce test of Apple and Samsung pieces, for example, neither ad exactly floated my boat. (You can see my overly stern expression while watching them in the screenshot above this article.)
Jim KerstetterJim Kerstetter has been writing about the high-tech industry since the 1990s. He has been a senior editor at PC Week and a Silicon Valley correspondent at BusinessWeek. He is now senior executive editor at CNET News. He moved back to Boston because he missed the Red Sox. E-mail Jim.
Your negative reaction to that, said Avril England,new york asian escort model vice president of product management and marketing at Affectiva, was about as negative as it can get.
I believe this because I watched the ad on my computer while another computer watched me watching it over the Internet. The ad combined a box of Wheat Thins, night vision goggles, fear oBuilding better Super Bowl ads by watching you watch them? Camerasf Bigfoot when there should have been fear of the Yeti, Cameras and a thieving neighbor. It seems my emotional valence score — which can be roughly translated to mean my overall emotional reaction — while watching all this was unusually high, at least once the Yeti and the the thieving neighbor made their appearance.
A 3-year-old company takes technology from MITs Media Lab and applies it to ad testing. But do you like Yetis with your Wheat Thins?
Most likely, the ad testing technology will be used in addition to traditional ad testing, rather than replacing focus groups, said Graham Page, an executive at the market research firm Millward Brown. Last year, Millward Brown tested over 400 ads using the Affectiva technology and should use it for more than several thousand ads around the world this year.
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A side-by-side test of Apple and Samsung ads.
WALTHAM, Mass.–The makers of Wheat Thins cereal may have a hit Super Bowl commercial on their hands.
Welcome to the future of advertising, where the wisdom of spending a reported $4 million for a 30-second spot in the Super Bowl doesnt have to be left to the imagination of an ad agencys creative team and the honesty of focus groups.