Millward Brown offers tool to track facial response to ads

Wednesday, Dec 25, 2013 15:11

Staff of brand consultancy Millward Brown introduces its Link. — VNS Photo

HCM CITY (Biz Hub) — Brand consultancy Millward Brown has told a meeting in HCM City that since creating its Link with facial coding technology it has accumulated a database on more than 1,200 advertisements across Asia.

Link, created jointly with Affectiva, integrates automatic interpretation of moment-by-moment facial responses to ads with viewers' cognitive responses, enabling advertisers to optimise effectiveness.

It was created by integrating Affectiva's facial coding software with Millward Brown's copy testing solutions.

"Listening to the overwhelming feedback from clients and looking at results from more than 1,200 studies conducted across Asia, we know that implicit measurement through facial coding, combined with established survey-based research, delivers a level of insight simply not achieved by either approach alone," Pankaj Jha, director of Global Innovations for Africa, Middle East and Asia-Pacific, said.

Globally, Millward Brown has used Link with Facial Coding to research more than 3,000 ads, primarily for Fortune 500 companies, since launching the solution in early 2012. — VNS

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