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Unilever, Coca-Cola To Apply Facial Recognition Insights To 2013 Ad Campaigns

January 19, 2013: 12:00 AM EST
Two large clients of commercial testing company Millward Brown – Unilever and Coca-Cola – have signed on to use a facial recognition and analysis application on all of their 2013 advertising. The application – which uses software to interpret how viewers feel about ads by their facial expressions – has been tested on more than 400 advertising research projects globally. Millward cross-analyzes facial analysis with survey responses to determine how marketers might create ad campaigns using insights from messaging elements, such as emotional triggers, creative devices and product claims.
Steve McClellan, "Unilever, Coca-Cola Utilize Facial Analysis To Enhance Ad Tests", MediaPost, January 19, 2013, © MediaPost Communications
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