The science that lies behind creative success in advertising has always been difficult to tie down. While pieces of strong creative work often share common characteristics, taking solely formulaic approach to creativity work is doomed to failure as there are so many variants at play. For instance, you could have ‘humour’ as part of the equation, but who delivers the humour and how they do it is equally important.
However, one thing we can now analyse is how audiences respond to ads, which is what Real Eyes, a London-based ’emotional measurement’ company specialise in. Here Mihkel Jäätma, Managing Director at Real Eyes, explains how the company started out at Oxford University, about the company’s work with AOL’s Be On, and how the technology actually works in practice.