Digiday: Agencies are using emotional reactions to gauge ad effectiveness
For years, marketers have used focus groups and consumer surveys to find out what people think of campaigns and advertising, but a growing number of agencies say that those answers are rarely, if ever, accurate. One possible solution is facial-recognition tech. Omnicom’s data group, Annalect, spent Super Bowl weekend with…
CNBC: How your device lets brands tap into your emotions
To figure out the best Super Bowl ad of the year, Annalect decided to ask random members of the public. Instead of talking to them, however, the marketing and communication agency used facial recognition technology to figure out which ads they really liked. The ads that made the most people smile…
Campaign: ‘Puppymonkeybaby’ produces most smiles of any Super Bowl spot, says Annalect ‘Moodometer’
Facial recognition study suggests top-rated spots aren’t necessarily the ones most enjoyed by viewers. Mountain Dew’s “Puppymonkeybaby” was hardly the most popular spot in Super Bowl 50 — at least according to viewer opinion. The bizarre commercial ranked only 55th out of 63 ads on this year’s USA Today Ad…
Campaign: CES 2016: Double down on data-driven marketing
The CMO of Omnicom’s Annalect marketing technology network explains why data-driven marketing should be the headliner in Vegas this year. Each January, CES delivers a first glance at the upcoming year’s biggest trends — as well as the most overhyped and incessantly used buzzwords. Distinguished past winners have been “programmatic”;…
Digiday: Procter & Gamble’s New Strategy Shows Agencies Still Needed for Programmatic
Looks like agencies are needed in the programmatic advertising future after all. Procter & Gamble’s recent move to Omnicom, with its $2 billion a year in marketing, shows that media holding companies are still needed intermediaries even as more online ad-buying becomes automated. Procter & Gamble was one of the more prominent…
AdAge: Omnicom Big Winner in Multibillion-Dollar P&G Review
Procter & Gamble has awarded Omnicom the bulk of its multibillion-dollar media buying and planning business in its first major North American buying shift in nearly two decades. Omnicom won the majority. Carat will have about one-third of the business, andStarcom Mediavest Group, the incumbent on the U.S. buying and…