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The IPG Media Lab and Affectiva Announce Winners of First Annual Neuromarketing Awards
Date:6/24/2011

CANNES, France, June 24, 2011 /PRNewswire/ -- Mediabrands' IPG Media Lab and Affectiva today announced, at the Cannes Lions International Advertising Festival, the results of the first annual Neuromarketing Awards. Utilizing technology derived by MIT, Affectiva is able to record and measure viewers' tacit, non-verbal response to content.  Feature points, correlating to an individual's facial features are established and are then measured and analyzed.  The following categories were tested in the study: Promotion and Activation, Media and Cyber.  The content was ranked based upon three facial actions that indicate emotional states.  

Facial actions that indicate emotional states:

  • Smiles.  When viewers watch content, smiles and laughter typically correlate to enjoyment and amusement.
  • Lowered eyebrow.  This is a measure of the wrinkles that happen between the eyebrows. It typically correlates with negative emotions such as confusion or dislike.
  • Attention.  Affdex measures attention by looking at whether a person is facing the screen.

These indicators inform marketers and brands when a message is engaging, when it is confusing, or when an audience has a negative reaction, enabling them to measure and improve performance.  

The top four winners in each category were uploaded to a viewing station each morning and visitors of UM's Curiosity Zone, including delegates Martha Stewart and Michael Roth, IPG Chairman and CEO, participated in the study.

BV McCann Erickson, Bucharest's "American ROM" entry in the Promotion and Activation category was the overall winner in the study.  The submission was a stunt by Romanian chocolate maker ROM.  The company replaced its iconic candy bar wrapper with the American flag.  The company later ran a commercial spot where the company's CEO explained the joke.  In additional
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