Wunderman Thompson has developed technology to analyse how consumers emotionally respond to an ad and which elements of a video hold their attention, so clients can tweak their campaigns to elicit a desired response.
The solution, called Reveal, combines traditional creative testing techniques with proprietary and licensed technology.
Clients select a group of consumers, provided by panel providers, that match their target audience. This panel will then opt-in to have their faces recorded ‘for a couple of minutes’ as they watch the client’s video ad — similar to how measurement providers measure audience attention levels.
Wunderman Thompson’s machine learning model then ana
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