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June 17 2013

21:20

AOL Tests Emotional Response to Video Ads

CANNES – AOL is working with brands such as LG and Heineken on its new neuromarketing platform that aims to measure emotional reaction to video ads, says Rene Rechtman, SVP of AOL International. This sort of measurement can help brands better understand whether their creative is actually connecting with consumers in a meaningful way, Rechtman says in this video interview with Beet.TV at Cannes. AOL introduced the new platform in early June and it’s powered by tools from the tech firm Realeyes. The technology relies on consumers’ webcams to measure the emotional response to ads based on their facial reactions. For now, consumers opt in via measurement panels for the tracking. “We all say we engage more with great content but we don’t have the data and technology to provide that, so now we can provide that data to ourselves and to marketers and advertisers to show that a piece of creative is generating lots of emotional connection,” he explains.

For more insight into how brands are using the technology, check out this video interview.

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

June 11 2013

14:02

Brands Move Money to Online Video from TV and Display, Cite Better Engagement

Nearly three-quarters of ad dollars flowing into online video is coming from TV money, according to a new study from AOL’s global branded content platform Be On. In addition, the brand, media and creative agencies surveyed said that while TV is a strong awareness driver, they can achieve more scale and engagement with online video. We recently caught up with Rene Rechtman, SVP AOL Networks International about the the company’s work in online video. The study revealed that TV and display are the main budgets where agencies in Europe, the United Kingdom and North America are drawing resources from and diverting to online video. In addition, about 84 percent of agencies said they believe the Internet is fundamentally becoming a “rich brand medium with engaging interactive opportunities.”

More than 80 percent say they are turning to branded video because of its reach and audience and content targeting capabilities. About 67 percent cite measurement as a key reason for upping online video spend going forward. AOL is aiming to compete in the targeted audience market via its Be On branded content platform that helps marketers reach audiences at scale, Rechtman says. For more insight into Be On, check out this video interview. Be On includes insights, social data and traditional data, he adds.

 

 

 

 

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