AttentionX brings instant attention predictions to one of the
largest creative databases in market. Mars is the first global
advertiser to pilot integrated solution for creative effectiveness
at scale.
LONDON and NEW
YORK, May 17, 2024 /PRNewswire-PRWeb/ --
Creative is responsible for 49% of sales impact in advertising,
according to NCSolutions. And attention is widely trusted as a
strong signal of future sales. For the first time, attention
performance is now available for every ad in digital asset
management systems.
"AttentionX provides a new opportunity to
scale the success of our attention scoring and creative excellence
for every single ad."
CreativeX is a market leader in creative measurement and
scoring, operating one of the largest omni-platform databases of
image and video ads. Leading brands like Mars, Unilever, and Google
rely on CreativeX to analyze global content against platform best
practices and brand guidelines, and to unlock and scale new
creative learnings that boost performance across tens of millions
of ads.
Realeyes is a market leader in attention measurement, trusted by
top brands to improve ad performance and grow sales. Trained on its
fully consented webcam attention data from 17 million human test
sessions, the company now provides instant attention predictions at
digital scale.
AttentionX combines these technologies to instantly score
attention performance for every ad from any ad account linked to
CreativeX. The service also delivers AI-generated recommendations
on how to improve ads to capture more attention and make their
media investments work harder.
"We've partnered with CreativeX and Realeyes for more than five
years, and it's exciting to see the additive impact of these
essential tools combined," said Johanna
Welch, associate director of Mars Horizon Communications
Lab. "AttentionX provides a new opportunity to scale the success of
our attention scoring and creative excellence for every single
ad."
"Mars is the most advanced advertiser in linking creative
performance and attention to long-term sales," said Mihkel Jäätma,
CEO of Realeyes. "CreativeX is becoming the de-facto creative
operating system for the world's largest brands and becomes a
powerful vehicle to embed attentional performance within every
ad."
"To-date, our creative data has been tied to sales, brand, and
every digital KPI, but never attention." said Anastasia Leng, CEO of CreativeX. "Inspired by
Mars' vision, Realeyes has overcome the cost and speed limitations
faced by many to make attention data available for every video ad.
Embedding this input directly in the pre-flight flow of our
customers further de-risks their creative executions and helps
inform their media allocation decisions."
The number of creative assets that brands use across their
campaigns has skyrocketed ten-fold over the last 3 years, as
digital platforms have fragmented the media landscape. Adding
Generative AI into the mix has accelerated this trend.
This trend is forcing brands to find new solutions to maintain
control over creative effectiveness, the most important driver of
advertising impact. AttentionX rises to that challenge, offering
best-in-market creative scoring and performance at unparalleled
scale.
Join us this week at I-COM in Malaga to learn more about
AttentionX and the Realeyes Attention API, or contact us at
www.realeyesit.com.
About CreativeX
Creative is responsible for 49% of sales lift, higher than
reach, targeting, brand, or recency combined. CreativeX technology
is focused on unlocking that 49% through tools and data
applications that multiply the impact of effective creative on your
business. Used globally by Heineken, Pepsi, Diageo (whose CEO
publicly credits the tools with a 50% reduction to CPM), Nestle
(whose CMO attributes CreativeX at their latest investor day to a
66% increase in digital ad effectiveness) and more, CreativeX
powers creative decision-making and measurement at scale for the
world's most sophisticated brands.
About Realeyes
Using front-facing cameras and the latest in computer vision AI,
Realeyes measures attention and emotion reactions as people watch
video content, enabling brands, agencies and media platforms to
inform and optimize their content and target their videos to the
right audiences.
Realeyes' technology applies facial coding to predictive,
big-data analytics, driving business outcomes. Customers include
brands such as Mars, Hershey's, and Church & Dwight, platforms
like Meta, Google, Teads, and Seedtag, and leaders in advertising
effectiveness including Kantar.
Media Contact
Keith O'Brien, Realeyes, 1
6465916679, keith.obrien@realeyesit.com, www.realeyesit.com
Isobel Bruce, CreativeX, isobel.bruce@creativex.com,
www.creativex.com
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SOURCE Realeyes