Editor’s Note – featured in Marketing Week, this article is based on research by Realeyes & Lucid.
Of the top 12 most emotionally engaging ads, 11 had humor at their heart. Ads were rated across four metrics – attraction, retention, engagement and impact – to give an overall ‘Emotion All’ score.
Methodology – Using computer vision and machine learning techniques, we measure how people feel as they watch videos online through their webcams. Realeyes partnered with Lucid to bring you the definitive ranking of the most emotionally engaging videos of the Super Bowl LII. We tested over 70 ads with 5,000 US viewers. The NFL’s ‘Touchdown Celebrations to Come’ spot had a percentage score of 99.3% – the percentage it performed better than other videos tested across the Realeyes database.
Tesseras, L. (2018, February 5). Super Bowl 2018: The Advertising Winners and Losers. Marketing Week.