LINK Gets Emotional

Millward Brown has partnered with emotional measurement company Affectiva to offer clients deeper insight into the emotional impact of their TV advertising. Affectiva's facial expression analysis technology Affdex will be integrated with MB's LINK copy testing and optimization solution.

LINK has been one of the world's most widely used copy testing tools for more than twenty years, and the integration of Affdex will bring Affectiva's webcam-based technology for the detection and classification of facial and head movements to a much larger audience.

Affectiva was founded in 2009 by MIT Media Lab workers Prof. Rosalind W. Picard, Sc.D. and Rana el Kaliouby, Ph.D., and in addition to Affdex offers the Q wearable biosensor. WPP is among its backers and it has already worked with MB on four continents to research brand campaigns, including a study using mobile phones in India to collect viewers' responses.

Graham Page, EVP of Millward Brown's neuroscience practice, says the partnership 'makes non-verbal emotional measurement truly scalable and cost effective for the first time', and adds: 'Describing feelings in detail is never easy. By adding facial expression analysis to Link, brand owners can get at the emotional response that people might not be able to articulate in surveys.'

Web sites: www.millwardbrown.com and www.affectiva.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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