Now a startup called Dumbstruck claims it's going further by measuring people's emotional responses to test video ads before they run — potentially saving marketers millions in media waste and taking on measurement stalwarts like Kantar.
and that advertising is moving toward personalization and video. The challenge is churning out tons of personalized video ads that work on an emotional level quickly.Tobaccowala, who wrote the book, "Restoring the Soul of Business: Staying Human in the Age of Data," on the connection between human intuition and data, said he was drawn to Dumbstruck because of its ability to parse emotion fast and at scale.
Dumbstruck is one of a few research companies Mondelez is trying out, including Picasso Labs. Halvorson said Mondelez used the company to test how Oreo and Ritz ads resonated by demographic group, like parents with kids and men 25-34, and tweak them accordingly. Halvorson said the testing also unearthed other findings.
There are challenges facing such companies. They're not independently verified. International companies like Mondelez want to know if they can work at global scale. And there's skepticism that having this emotional data can help marketers make ads that sell more products.
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