Following a similar concept that mimics Intel, who is soon to ship set top boxes that know who is watching television , Affectiva is will do the same but only with videos. Affectiva will observe consumers through their webcams as they consume video, and measure their emotions in real-time.
Marketers can watch the viewers as they express surprise, boredom or disgust and accordingly scale that effort to anyone with a webcam, who opted into their panel. It is yet to be established if large marketing companies would go for it. It could give Coke what it needs to pick up market share from Pepsi. Even if that is not so, it can provide their agency with some eye opening and real insights that can aid in creating some powerful content.
Since that digital marketers can buy audiences easily, delivering the right message does not seem much of a fad. For agency people like R/GA’s Michael Lowenstern, who recently spoke at Digiday Agency Summit on this topic, the right equation is right message plus right creative equals more performance and lower costs.His recent Verizon campaign used hundreds of individual banner creatives, matched to audiences, and raised sales of FiOS 187 percent. That’s sales increase—not an increase in campaign performance.
When talking about higher funnel branding activities using rich media and video, creative matters even more. Building brands takes means connecting emotionally with consumers and affectiva’s technology precisely teacls real time emotions. In the case of Intel, adding a “webcam” to a set top box sounds really scary from a privacy perspective, but starts to make a lot of sense when you think about the migration of television ad dollars to display.
Connected set top boxes may be the biggest online advertising disruptor. Despite being a mass reach vehicle today, plans like Intel’s threaten to disrupt online advertising in a far more fundamental way than digital has been impacting traditional ads. Adding the element of being able to actually see who is on the couch watching, customizing ad messaging to those viewers, based on their age, and contextual relevance of the content they are consuming just adds to this. This is some impact filled data that surpasses even the rise of “social TV” watchers who tweet during “appointment viewing” shows like The Walking Dead in terms of visibility and will soon take over.
Delivering ads to TVs, depending on who is watching them? That’s something to really watch out for.