Max Kalehoff

I led a research partnership, commissioned by Meta, and executed by Eye Square and Bill Harvey Consulting to use vision AI and Attention metrics to understand how advertising works in different mobile video environments. The study is validated and continuing with the University of Oxford's Said Business School. The paper was a winner of The Advertising Research Foundation's Audience X Science global conference in 2023.

While it’s common knowledge that the same ad performs differently in… Show more

I led a research partnership, commissioned by Meta, and executed by Eye Square and Bill Harvey Consulting to use vision AI and Attention metrics to understand how advertising works in different mobile video environments. The study is validated and continuing with the University of Oxford's Said Business School. The paper was a winner of The Advertising Research Foundation's Audience X Science global conference in 2023.

While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments. This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility. Show less

Parallel to my work at Realeyes building vision AI and Attention data products for advertising, I authored an industry landscape report for the World Advertising Research Center (WARC) on the different types of Attention metrics and their use cases. The report details dimensions brands need to look at in the pursuit of attention metrics:

- As attention becomes more deeply intertwined with effectiveness, it is the subject of increasing
focus despite a lack of standardization.
-… Show more

Parallel to my work at Realeyes building vision AI and Attention data products for advertising, I authored an industry landscape report for the World Advertising Research Center (WARC) on the different types of Attention metrics and their use cases. The report details dimensions brands need to look at in the pursuit of attention metrics:

- As attention becomes more deeply intertwined with effectiveness, it is the subject of increasing
focus despite a lack of standardization.
- There are four main dimensions that brands need to look at, such as how to focus on both
creative and media attention.
- There are organizations, both globally and in the US, that are looking at pushing forward attention
metrics, providing not only much-needed standardization but validation. Show less

I co-presented with Mars Inc. our winning paper at The Advertising Research Foundation's Audience X Science global conference in 2023. It is a snapshot of the revolutionary creative performance prediction system we built using Realeyes' vision AI technology.

Problem:
A major KPI at Mars is sales, but it is difficult to get sales results quickly and with enough granularity for campaign-level optimizations in digital media. Survey-based advertising insights are challenging because they… Show more

I co-presented with Mars Inc. our winning paper at The Advertising Research Foundation's Audience X Science global conference in 2023. It is a snapshot of the revolutionary creative performance prediction system we built using Realeyes' vision AI technology.

Problem:
A major KPI at Mars is sales, but it is difficult to get sales results quickly and with enough granularity for campaign-level optimizations in digital media. Survey-based advertising insights are challenging because they struggle to link to sales impact. Creative attention is the closest real-time indicator that can link to sales outcomes. In addition to providing better results than in-person consumer panels, it was made even more important to have a remote and agile solution during the pandemic.

Objectives:
- Understand how consumers behave and how they think both consciously and unconsciously
- Measure attention and emotion response to video creative
- Create a way to predict sales more accurately
- Help advertisers improve performance through creative selection, creative editing, and smarter media bidding strategies
- Deliver a solution that is fast, simple, and applicable in all markets

Impact:
- ACE has produced an estimated 30M$+ in sales optimization across 2 years
- Mars ran ACE for over 1,000 creatives in less than 22 months, across 19+ markets and all our segments.
- ACE’s ability to observe consenting participants’ real behavior has allowed it to make tweaks to its ad campaigns at scale.
- Mars now encourages its brand marketing teams to use ACE to test their ad creative through similarly consenting participants. Show less

Parallel to my work with Realeyes building vision AI and Attention data products for advertising, I published this report in the World Advertising Research Center (WARC) to demonstrate how creative Attention strength can influence a brand's effective share of voice. Highlights:

- Examination from Realeyes of 42 YouTube ad creatives across seven major CPG brands, with the goal of demonstrating the efficacy of Creative Attention to model efficiency and share of voice (SOV).
- The study… Show more

Parallel to my work with Realeyes building vision AI and Attention data products for advertising, I published this report in the World Advertising Research Center (WARC) to demonstrate how creative Attention strength can influence a brand's effective share of voice. Highlights:

- Examination from Realeyes of 42 YouTube ad creatives across seven major CPG brands, with the goal of demonstrating the efficacy of Creative Attention to model efficiency and share of voice (SOV).
- The study maps creative attention to cost, illustrating how advertising that performs poorly on attention increases cost because the creative isn’t as impactful.
- The study also looks at what elements among the CPG brands increased attention, such as focusing on technical demonstrations of products or showing a human presence.
- It concludes that managing for brand growth requires managing for attention, which in turn requires managing the creative and media in campaigns like a portfolio. Show less