The Scoop: Vol 3. Emotion Tracking in YouTube Videos; Google’s ‘My Activity’; and the Psychology of Snapchat Marketing.
This year YouTube can tout an amazing new statistic — that every single one of the top 100 global brands is running TrueView video ads. For advertisers and content creators alike, getting data back on what content resonates with viewers is critical. YouTube provides creators with a fairly comprehensive suite of analytics, giving them everything from how much time viewers are spending with their content to how those viewers found that content in the first place. However, the one thing that’s noticeably absent is analyzing the emotions of viewers throughout the duration of the video. Well, thanks to the folks at affectiva — an MIT spin-off — you can now measure joy, anger, disgust, contempt, and surprise. And all for free.
Affectiva emotion tracker: http://tmplabs.info/scoop-vol3-affectiva
Over the coming weeks anyone who uses any of Google’s services (i.e. Gmail, YouTube, Chrome, Android, etc.) will begin seeing prompts asking you if you’d like to opt-in to more privacy and better advertising. This week, to give users more control over their privacy, Google released “My Activity”, which gives users ultimate control over their search and browsing history and other activity saved in your Google Account. This means users can now control what Google knows about them — ultimately determining what kinds of ads they see. So, for instance, if you don’t want your significant other to know you’ve been searching for a gift — you can now control that. This also represents the continued shift towards using the identify graph to measure activity, instead of cookies. Which puts companies that leverage Google’s services for ad serving and tracking (we do); web analytics (we do) and programmatic media buying (we do) in a position to succeed as more activity originates on mobile devices and users become more sensitive to their privacy.
Here are a couple of links worth checking out:
My Activity: http://tmplabs.info/scoop-vol3-myactivity
Ads Personalization: http://tmplabs.info/scoop-vol3-ads (What I belive Google will eventually roll into the “My Activity” page).
Editorial Perspective from Digiday: http://tmplabs.info/scoop-vol3-digi
Snapchat suggest that they reach 41% of 18–34 year-olds on any given day. Swat.io put together a nice guide that explains snapchat, their advertising products, and how to reach and engage users with some examples from successful campaigns.
The Psychology of Snapchat Marketing: http://tmplabs.info/scoop-vol3-snap (38 Page PDF)
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