Future Proof: How does using facial coding in ad testing help create better ads?

Experts Graham Page and Deepak Varma discuss potential applications of the facial coding technology as part of a pre-testing program.
31 May 2023
Brands podcast
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Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads.

In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads. 

They discuss potential applications of the technology as part of a pre-testing program, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.

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Future Proof is the marketing podcast from Kantar and Saïd Business School, Oxford University. In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing, sharing evidence and inspiration for the future.

Latest episodes are listed here, and you can listen wherever you normally get your podcasts.

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