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Identify best moments in your video to place your company logo or other kind of brand exposure

Emotions that accompany the viewer when the name of an advertised product appears on the screen affect the type of emotional relationship that is created with the brand. If the audience is accompanied by positive emotions when a logo is presented, the sense of pleasure achieved by the story told in the advertisement is transferred to the brand name, and subconsciously the brand name itself will cause positive associations in the audience. Quantum Insight will point out the moments of the biggest emotional engagement, recommending the place where you should put your brand name if you want to create a positive relationship with it.

Check which demographic groups react most positively to your video

Quantum Insight allows you to select several target groups to study and compare their results of emotional engagement. What’s more, it gives you the opportunity to compare the reactions of both groups to each scene. You can check the differences in emotions experienced not only between women and men or people of various ages, but also between more specific groups tailored to your needs, by working closely with research panels that provide a proven and wide range of respondents. Similarly, if you have two versions of the same ad and you don’t know which one to choose – you will be able to find out which one was liked better by your target group.

Identify instances of audience boredom

This opportunity allows you to identify the moments in which your viewers are losing their engagement and interest in the ad they are viewing. With this information, you’ll learn which scenes to redesign for your audience to focus on the screen or suggest whether to shorten your ad, cutting the scenes where the level of emotional engagement is not satisfactory.

Find best moments for product placements

Based on experience and research, we know that scenes containing product placement are the most disliked by viewers. Their negative attitude is further compounded by inadequate placement of advertisement in context or in scenes that have only recently provoked frustration or elicited no emotions whatsoever. It is easier and faster to get from neutral state to anger than get there starting with a smile. Each emotion has its period of quenching, that is, it lasts several moments after removing the stimulus that triggered it. If a new image appears during the quenching of an emotion, it is very likely that the emotion that is quenched will automatically be ascribed to it. That is, if scene A amuses viewers, then if you place the product in the right moment, there is a good chance that not only will it not frustrate your viewers (as in the case where the previous scene did not cause any emotions), but there is a good chance that positive feelings will be associated with the advertised product. Studies show that a scene is influenced by the context in which it is embedded. Therefore, depending on the type and purpose of the advertised product, if you know the type of emotions experienced by the audience in each scene, you will be able to pick the right moments for product placement. Knowledge of emotional involvement and dominant emotions will help you achieve your product placement goals.

Find out which scenes are the most engaging, both in a positive and negative way

The ability to elicit the viewer’s emotions designed by the director leads to a proper understanding of the film’s message, which is one of the important factors influencing its success. However, we are not always sure that a directed scene actually inspires the desired emotions. Thanks to Quantum Insight, you can see which moments triggered the most smiles in the audience, which caused sadness, and which anger. Knowing the basic emotions present in every second of your material will tell you if you have achieved the intended effect. Quantum Insight will also show you scenes that have not generated any emotions in viewers.

Mark when your viewers’ attention starts to wander

Prolonged scenes with no emotional load lead to a decrease in concentration on the film / show and consequently to distraction from the material being viewed. That’s why, aside from a graph on which you can trace the emotions that accompany the viewer during the show / film, we have developed an algorithm that identifies moments in which viewers do not focus on the material they are viewing. On the chart, there is an additional trend line showing whether your viewers are getting increasingly involved in the show, or on the contrary – what initially attracted their interest, has lost it by the end of the movie / show, etc. Combining this knowledge with a graph illustrating the emotions just before the viewers turned their eyes away will show you both scenes, and emotional reasons that caused your audience’s focus to drop.

Find out which actors are the most and the least popular

We know from practice that directors often wonder whether an actor chosen for a particular role has been chosen appropriately and whether said actor will inspire the right attitude in viewers and be received in a positive manner. Sometimes the choice of one actor is intended to divert attention from another one, who could in principle create negative emotions. At other times, the choice of an actor with the right age is supposed to gain the sympathy of the younger audience, especially when the content of the creation may be difficult to understand for them. How may we find out if our ideas work in reality? How can we make sure that our viewers react positively to the leading actress? Whether you are using Quantum Insight during casting or you wish to see how actors are perceived in an episode that was or will be broadcast shortly, you will get answers to all your questions. In the first case, it is enough to present both actors to the research group and the Quantum Insight Score will indicate the actor the audience responded more positively to. In the second case, you can follow every scene in which the actor you are interested in was present and see – scene after scene – the emotions they had aroused in your viewers. This way you can make sure whether your ideas will be successful in the real world or whether changes need to be made.

See if, after watching your video, the audience form positive associations with your brand

Creating a positive association with the brand influences the level of consumer liking. If your audience will be in a good mood at the time of your brand exposure, a positive association will be created between them and your brand. You can easily see the emotions that accompanied the audience during the branding exhibition, so you’ll know if and how does your brand emotionally involve the audience.

Identify moments of emotional tension

Emotions have a life cycle of sorts. It starts with leaving the neutral state and from that moment on, the intensity of the emotion grows until it reaches its highest value, and then begins to fade slowly, returning to a neutral state. A neutral state is a state in which one does not perceive emotions. One of the qualities of emotions is their intensity, which roughly means the intensity of an experience. Another attribute of emotions is their character, which divides emotions into positive and negative ones. Emotions are one (and necessary) of the three components of formation of attitudes or personal relationships with an object. So, to be able to say that we like something or not, want it or not, it is necessary to have an emotional relationship with it. Emotional stimulation influences liking what we perceive, the desire to see it again, buy it or share it with our loved ones. By detecting and capturing the emotions of viewers, based on their facial expressions, Quantum Insight will show you the moments that triggered the emotional reactions of your viewers. It will show you the moments in which they experienced negative and positive emotions. It will also highlight the moments and longer sequences that have caused the most intense emotions and had involved the viewers emotionally. You will be able to see which actor, product, or sight caused your audience to react most forcefully and which scenes were boring to them. Because different emotions last for different lengths of time, you will be able to see when your viewers are smiling the longest and when they have only reacted with a single smile.

Check if your video is engaging

Research shows that good advertising is emotional advertising. Emotions are at the heart of the decision-making process when it comes to purchases. Emotional advertising is more memorable and is more often recommended to viewer’s friends. Positive emotions affect the desired association with the brand. Quantum Insight will tell you if your ad is emotionally engaging and will show you the emotions dominant in particular moments of the advertisement.

Compare your video to other ads on the market

A specially developed algorithm assigns each ad a Quantum Insight Score and a Quantum Insight Grade, which tell you how emotionally engaging your ad is. You will get information on how much points you have compared to other ads on the market and how much, in terms of %, is your ad better than other ads in our database.

With the Quantum Insight Score, you may not only compare different versions of the same ad quickly and economically, but also compare your own production with competitive content.

Project co-funded by the NCBR under the programme GO_GLOBAL.PL