Millward Brown & Affectiva Bring New Emotional Insights to Emerging Markets

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To deliver deeper insight into the emotional impact of TV advertising in emerging markets, including Latin America and Asia Pacific regions, Millward Brown combines their Link™ ad copy evaluation and optimization solution with Affectiva's Affdex™ facial coding technology.

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“Facial expression analysis is very compelling for emerging markets where cultural norms can make it even harder for people to give negative or potentially embarrassing feedback.”

Millward Brown and Affectiva are pleased to announce that an extension of Millward Brown’s Link™ ad copy evaluation and optimization solution is now available with facial coding for emerging markets, including Latin America and Asia Pacific regions.

Facial coding yields sophisticated yet intuitive emotional and cognitive metrics to gain a deeper understanding of emotional engagement. These insights lead to better and more purposeful decision making regarding ad content, messaging, creative development, cut downs and more.

Emerging markets are experiencing rapid economic growth and seek innovative technologies that deliver deeper insight into the emotional impact of their TV advertising. Bringing facial expression analysis technology to these markets demands sophisticated study management that supports both online data collection and data collection in disconnected and often rural locations.

“Facial expression analysis is very compelling for emerging markets where cultural norms can make it even harder for people to give negative or potentially embarrassing feedback,” said Graham Page, Executive Vice President of Millward Brown's neuroscience practice. “We are already seeing powerful insights from emerging market Link studies that include facial coding analysis.”

One such example occurred with an advertisement in India that had a shot showing the husband’s hand touching his wife’s bare midriff. When interviewed about the ad, most of the female viewers gave a generic response about the husband and wife interaction. However, the moment by moment analysis of expressions captured by the facial coding as they watched the advert clearly indicated that this particular shot was the most emotionally engaging moment of the ad. As a result of this insight, the advertiser kept this important scene in the edited version of the ad.

Cultural nuances in emerging markets also dictated a validation of the universal applicability of Affectiva’s robust facial analysis algorithms—a task jointly conducted between Millward Brown and Affectiva.

“Affectiva is serious about the science of emotion. To ensure we are delivering top-notch science, we conducted a series of studies that validated Affectiva’s facial emotion metrics in emerging markets,” says Dr. Rana el Kaliouby, co-founder and Chief Technology Officer at Affectiva. “Results from our validation studies were fantastic; netting accuracy scores that were comparable and in some cases exceeding results of testing in the US or Europe.“ The results of the validation study also emphasized that while facial expressions are universal, cultural rules or norms may amplify or dampen facial expressions.

Affectiva and Millward Brown bring world-class emotion measurement to ad testing and brand tracking. With over 100 Link with Facial Coding studies conducted in more than 20 countries, a wide variety of global companies are already seeing the benefits of greater consumer insight for their ads, products and brands.

About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has over 80 offices in 52 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group. For more information, visit

About Affectiva
Affectiva, an MIT Media Lab spin-off, is a global leader and industry expert in emotion measurement technologies with innovative and cutting-edge products such as Q Sensor™, a wearable biosensor, and Affdex™, facial expression recognition technology. Affectiva delivers cost-effective, scalable emotion analytics to Fortune 500 companies, top tier universities and leading research agencies who use these insights to improve their products, processes and brand experiences. Based on the world's largest repository of naturally occurring emotional response, Affectiva has become the global standard for real-world accuracy and relevance in emotion analytics. For more information, visit

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