Oct
25
Want a Cannes Winner? Try Something Annoying, Study Finds
Posted in: Uncategorized
Want a Cannes winner? Try something annoying.
That’s one takeaway from a massive machine-learning analysis of 25,000 Cannes-winning ads from 2011 to 2016 by research firm Ace Metrix, which used natural language processing to measure emotions behind ads that won awards at the Lions Festival of Creativity.
The analysis broke ads into 28 clusters based on emotional characteristics, and found five clusters represented more than 90 percent of Cannes-winning ads. Some of those emotional clusters had a 20 times greater chance of winning at Cannes than an ad picked at random.
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