Happy Friday, folks!
Innovatie has been live for almost 4 months. Can you believe it?? Pure madness. Where does the time go?
Sure look, says you. And sure listen, says I.
Anyway, this week’s innovation is all about your F E E L I N G S. “What are those?” I hear you say… Good question – being Irish, most of us have spent 20+ years pushing those awful things as far away as possible. But the times they are a-changing, and finally people are waking up and realising being one with your inner thoughts and emotions is a positive thing.
And no, this is not where I tell you to be true to yourself and follow your dreams. Marketing makes the world go round (obvs) so without further ado, I give you “the future of marketing”: Emotion Detection.
At the most basic level, it’s just a further advancement of dynamic advertising: instead of an ad message changing based on just audience data, it changes in real-time based on the emotional reaction of the person experiencing it, using AI & facial recognition. Simples! And soon the technology to enable it will come to fruition – big names in the business have already injected some serious capital into research in this particular field. Apple has been interested for years already, and have already acquired Emotient (a tech company specialising in emotion recognition); and Nielsen have bought Innerscope, which uses biometrics to measure subconscious emotional responses to media and marketing (slightly creepy). Big brands such as Coca Cola, Unilever and P&G have been engaging in emotion analysis to test audience reaction to their comms, too.
Even if you look at Facebook: Reactions are currently treated in the same way as Likes, but that is definitely going to evolve; with different Reactions being weighted differently. For example, Love is more important than Like, and so on (side note: if you don’t know what the difference between like and love is, you might want to refresh your memory with this gem).
Eventually, it could become commonplace that advertising is so personalised that no two people will experience the same ad in the same way… Ever. Cool, right? Not only is it cool in the technological sense, it’s also brilliant from a creative point of view – everyone knows the best and most effective ads are the ones that evoke an emotional response. The article I read on HubSpot calls out 3 long-term campaigns (I’d go as far as to call them full brand strategies) that really showcase the power of emotive advertising: Dove’s “Real Beauty” (I know we’ve all heard: “we want to be like Dove but we have €5k and want to have a spot in the Late Late and also we want go viral” but you have to admit it’s been a ground-breaking campaign that has inspired many copy-cats – imitation is the sincerest form of flattery), Nike’s “Just Do It”, and Mastercard’s “Priceless”.
I’d encourage everyone to read the article – http://blog.hubspot.com/marketing/emotion-detection-technology-marketing#sm.000059z8lboxjfeuyxq140pe0sfyx. It’s long, but it is interesting.
For the moment we’re probably a few years off seeing this being used in day to day advertising, but it’s definitely one to watch.
Thanks for reading guys!
Same time, same place next week