Emotions & Metrics Definitions

Emotions Definition – Basic 7 Emotions

Happy

Happy is one of the seven basic emotions, represented by a smile or laughter. It may indicate a pleasant feeling evoked in the viewer.

Confused

Confusion is associated with the facial expression of a lowering of the brow. It may represent uncertainty, worry, or concentration. Confusion is not one of the basic emotions but is a similar expression to Anger and displayed at much higher levels in response to advertising.

Disgusted

Disgust is one of the seven basic emotions, an expression of distaste. It may also be a social emotion, expressing judgment on morality.

Sad

Sadness is one of the seven basic emotions and synonymous with the classic downturned mouth which may reflect disappointment or despair. It is also a way to express empathy.

Scared

One of the seven basic emotions, and synonymous with fear.

Surprise

One of the seven basic emotions, and synonymous with a ‘shocked’ expression - raised eyebrows, eyes wide, mouth open. It’s a reaction to unexpectedness or novelty.)

Contempt

Contempt is synonymous with a tightened and raised lip corner on one side of the face. It is a feeling of dislike and superiority over another person or actions. It may also express a judgment on abilities or competence.

 

Emotions Definition - Beyond the Basic 7 Emotions – Proprietary Metrics

Engagement

Engagement is a composite derived metric calculated from Realeyes’s emotion metrics, designed to capture whether any of the most frequent basic emotions (Happy, Surprise, Confused, Contempt, and Disgust) were expressed by the audience as a reaction to a given second of the media. High engagement values may indicate the presence of both positive and negative emotions, any emotional reaction what the video content induced.

Negative

Negative is a composite metric designed to capture whether any of the most frequent negative emotions (Confused, Contempt, and Disgust) were expressed by the audience as a reaction to a

 

Valence

Valence is a proprietary metric used to demonstrate how positive or negative a reaction is.

It is essentially Positive emotions (Happy & Surprise) minus Negative emotions (Confusion, Disgust, and Contempt).

 

 

 

Metrics Definition

Overall % of people

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The % of people who showed the selected behavior at least one time during the viewing.

 

Average

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The average % of people showing the selected behavior across the course of the viewing. The average value of the selected curve.

 

Maximum %

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The point of viewing, where the highest % of people show the selected behavior synchronously. The ‘peak’ of the selected curve.

 

 

Example of Metrics Definition

Engagement Metric interpretation

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Emotion curves

(see above image) During the 12th second of the video, 15% of the audience were engaged with the content

 

% of People Engagement

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Throughout the entire video, 63.1% of the audience were engaged with the content for at least one second during the video.

 

Average % Engagement

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Average % Engagement provides the Average % of the audience across each second who expressed any of the most frequent emotional reactions. In this example, the average second of the video elicited an Engaged reaction from 14.4.% of the audience.

 

Maximum % Engagement

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20% of the audience showed emotional Engagement at the second of the media that has the greatest ability to drive an emotional reaction.

 

 

 

Attention Definition

Attention Volume

Attention detects states of attention and distraction of viewers facing the camera of their devices and summarizes the media viewing behavior of large audiences. Attention volume quantifies the extent to which the audience paid attention to the video content.

 

Attention Quality

Attention Quality shows whether the audience had – throughout their viewing experience, sessions with longer or shorter stretches of continuous attention, and provides an indication of how long an audience could maintain continuous attention. Attention Quality decreases when respondents had short attention spans, getting distracted regularly.

 

Example of Attention Metrics Definition

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Emotion curves

(see above image) At the 24th second of the video, 79% of the audience paid attention to the content.

 

% of people Attention Volume

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14.1% of the audience paid attention throughout the entire length of the media.

NOTE: The % of people measure is different for Attention than it is for emotion. For Attention, this measure indicates the % of people that were attentive throughout the entire viewing.

 

Average % Attention Volume

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A typical second of the video made 75.1% of the audience pay attention.

 

Maximum % Attention Volume

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82.5% of the audience paid attention at the second of the media that has the greatest ability to grab attention.

 

Attention Quality

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Viewers managed to stay attentive without interruption for 41.2% of the length of the video content, on average.

 

Scores

Realeyes Scores (Only available for Standard PRO product)

The Realeyes Score (1-100) indicates the overall expected performance of a creative, based on viewers’ emotional engagement and attention. It is a composite metric, comprised of 3 key components: Interest, Engagement, and Impact. The Realeyes score integrates measurements of the relative degree to which a video was able to:

1) Generate and sustain viewer interest

2) Stimulate a strong emotional moment, either positive or negative

3) Leave a lasting positive impression on the audience.

The Realeyes score is indexed against all video creative tests in our Realeyes database to form the ranking, scores rank from 1-100. (1 = the lowest-performing video; 100 = the best performing video)

 

RE Interest

Realeyes Interest Score measures whether the creative generates and sustains viewer interest. ‘Interest’ combines binary attention and emotion traces at the respondent level and to build a second by the second signal that distinguishes distraction, attention, and attentive engagement (as a reaction to the content). The RE Interest score is indexed against all video creative tests in our Realeyes database to form the Interest rank, scores rank from 1-100. (1 = the lowest-performing video; 100 = the best performing video)

 

RE Engagement

Realeyes Engagement is a composite metric calculated from Realeyes’ emotion metrics. RE Engagement score relies on Engagement peaks, thus showing the power of the most emotionally engaging scene of the creative to capture the audience, looking at both positive and negative emotions. The RE Engagement score is indexed against all video creative tests in our Realeyes database, scaling from 1-100. (1 = the lowest-performing video; 100 = the best performing video)

 

RE Impact

RE impact shows the extent to which a creative made a positive impression on the audience at its Happy peak (the moment where the highest % of the audience expressed Happy emotion) and during its final seconds. The RE Impact score is indexed against all video creative tests in our Realeyes database, scaling from 1-100. (1 = the lowest-performing video; 100 = the best performing video)

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