The IPG Media Lab and Affectiva Announce Winners of First Annual Neuromarket... (to having the best overall metrics Amer...)

The IPG Media Lab and Affectiva Announce Winners of First Annual Neuromarketing Awards

Date:6/24/2011

to having the best overall metrics, "American ROM" drew the most smiles and laughs in the scenes with its CEO character. The scene, in which a Communist official has a girl arrested for "indecent" dress, drew the most confused/negative expressions. Attention levels remained high throughout the video, with no drop-off at the end (which was typical for many of the videos). "American ROM" won two Grand Prix this week, for Promotion and Activation and in the direct category.

"The expression analysis in this case matches what the judges knew intuitively; in some cases, however, judges' may not guess correctly about the people," said Brian Monahan, EVP, Managing Partner, IPG Media Lab. "What's exciting about Affectiva's facial expression measurement is how it's a scalable way to get objective feedback about viewer's emotional response to your ad before you spend a lot on a campaign."

"There is a clear difference in people's facial responses to this entry than the other three entries we tracked," said Rana el Kaliouby, Co-founder and Chief Technology Officer of Affectiva, Inc. in Waltham, Mass. "The great levels of attention and smiles, and the way they rise an peak at the end of the video, help explain why 'American ROM' is a winner."

For a complete list of rankings and winners, as well as an interactive view of the results data, visit: http://labs.affectiva.com/cannes/dashboard.php.

About the IPG Media Lab

At the center of Interpublic Group's Mediabrands network, the IPG Media Lab helps clients and agencies put innovation into action. By creating opportunities for marketers to identify, formulate and test new approaches, the Lab mitigates risk through a process outside the normal campaign methodology. Employing creative thinking and a suite of proprietary research tools to understand how emerging media impacts purchase decisions, the Lab provides ha
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