LG has become one of the first brands to integrate BeOn, AOL’s global branded content business, for its ‘So Real It’s Scary 2’ campaign’s branded video content.
BeOn now offers biometric tracking to determine the impact of a piece of video content after partnering with emotional testing platform that measures how people feel and react when they view branded content – Realeyes.
The partnership, announced today, sees BeOn plugging into consumer panels such as CINT and Toluna to measure the emotional impact of branded content frame-by-frame either at launch or before it goes live. The addition of Realeyes will allow the BeOn Insight package to offer advertisers more sophisticated measurement tools in branded video worldwide and strengthens BeOn’s offering as it brings access to offices in London, Budapest and Boston and its huge database of test viewers.
René Rechtman, CEO, BeOn, commented: “Since its inception, Realeyes has brought something completely new to online video advertising. Brands need to produce content which cuts through the noise and emotional testing at scale is a vital step in the process of getting that content right for your audience.”
Rechtman added the addition of Realeyes will allow “the BeOn offering to give brands an unparalleled 360° service.”
In terms of LG’s participation with the platform the brand trialled more than 600 viewers across numerous markets to measure the emotional response to its film testing the theory men cannot go to the bathroom if someone is watching them. BeOn and Realeyes found that the film performed 95 per cent better than other ads and resonated best with LG’s 18-34 target demographic.
Using the platform confusion was revealed as the dominant emotion for the first 45 seconds followed by happiness, which spiked shortly after the punchline. The findings assured LG that the potentially controversial video performed as intended and the creative was worth spending big on when it came to distribution.
"We’re delighted to be partnering with BeOn to build on their already powerful mix of Insights tools for brands. Measuring the creative strength of any content at scale has been a challenge as it has relied on self-reported surveys and focus groups. With such an explosion in video advertising scale and speed, these methods now struggle to deliver credible feedback on the relationship between consumers and brands,” said Realeyes CEO Mihkel Jäätma of the deal. “Emotions are key to successful communication and our fully automated facial coding platform can reveal subconscious reactions to any video content quickly, and at scale.”