We are extremely proud to announce that Canvs CEO and Founder, Jared Feldman, has been awarded a 2017 ARF Great Mind Award for his contributions to the ad tech industry! This prestigious accolade is the latest in a long list of accolades Jared and Canvs have received this past year. Already in 2017 Jared was named to the Forbes 30 Under 30 List for Media and Advertising, and Canvs was named an ARF Innovators A-List award winner for contributions made to the media and measurement space. Jared also was named to the 2016 Cynopsis Digital IT List for contributions to the digital media industry.
Jared will be honored with this award by ARF on Tuesday, September 19th at Battery Gardens.
Since Jared is being acknowledged for his mind, we thought it might be fun to get in it and see what his thoughts are on the industry and emotion measurement.
Why is measuring human emotion so important?
The average human mind must make 10,000 decisions a day and 95% percent are based upon emotion. With emotion playing such a key role in our day-to-day decision making it’s not enough to measure what is viewed and clicked. Technology has advanced so that as an industry we can and should move beyond traditional digital metrics and measure what is felt. Once you know how your audience feels about your TV programming, content, or messaging you can make informed decisions. But first you have to know how they feel, which requires measurement.
Why don’t more marketers measure human emotion in media?
Old ways die hard. Brands have used focus groups for decades, and that is what they know. Focus groups have their purpose but I’d rather see how 75,000 Twitter followers feel in real-time over the results from a focus group. As technology advances so will marketers desire to embrace new research methods. Technologies that measure how people feel are now in reach of most advertisers.
Is there a difference between measuring emotion than sentiment?
Sentiment divides the world into three categories - Good, Bad, or Neutral. The world simply does not operate that way. For example - we have found that when viewers express the emotion “hate”, it can actually drive up TV viewership because the audience may hate a particular character. The fact they hate a character is the reason they tune in. Increased viewership is a positive, but if you relied on just sentiment analysis it interpreted as a negative thing. Using emotions instead of sentiment allows marketers to get at what really drives behavior.
Where do you see the future of Emotion Measurement headed?
We believe web 4.0 will be all about emotion, and the measurement of emotion will be the catalyst for many AI and predictive technologies. Already there have been some great advancements made in the neuroscience industry and many of these will be ubiquitous with the consumer experience. Once you know how someone feels you can predict how they react. What if you turned on your computer and the camera could detect your emotion and recommend a song, or a website, and experience to accompany your mood? If you know how a person feels about TV show, a piece of branded content, or an ad you can begin to predict outcomes. At this point emotion measurement becomes impactful.
Learn more about the ARF Great Minds Award here.