I’ve had an amazing career and within our business, it’s been 22 years or 21 years now since we started Hotspex. Working and learning with thousands of brands about how people make decisions and how to grow brands. One thing we did a couple of years ago is that we bought a media company because when I talked to CMOS to ask them what’s keeping them awake at night. I always hear the same thing about their media investment. They want to make that work better for their company. At the time we had this idea that we could use our emotional human motivation map at Hotspex, which is a way to actually map how people feel about different, things. We then help our clients figure out what emotions they should trigger and people in order to drive profit, loyalty and recommendation. Apple focus on four core emotions; joy, surprise, connection and love. No matter where you bump into Apple they want you to feel that way.
Even with battery engineers, they’ve got to make people feel the same way.
At Hotspex, we have our clients figure out how their brands should be making people feel in order to maximize profit, loyalty, and recommendation. Our media model that we have is exactly that. So then we collaborated with Google to understand how people are feeling on the odd specs map when they’re looking at different content. Then we built a model that uses artificial intelligence to scan all content online like videos andimages. Based on that we can be pretty accurate about how someone’s going to be feeling on what they’ve watched or read. If you’re watching the Superbowl then you’re feeling excited, inspired, and having fun. If you’re watching The Bachelor you’re feeling apprehensive, nervous, scared, curious about wondering what’s gonna happen next. We can then match that with ads because we run ads through our rapid testing ads screener. Once we do that then the ads run significantly better. We get a 10% lift in Brand Recall and an 8% lift in Claim Purchase intent. What we really like is the skip rate on Google, the pre-roll goes down dramatically so the skip rate match falls above 25% on average. Which is great because people don’t like seeing ads since we’re moving to an ad free world.
People would rather have Netflix and or pay for YouTube premium where there are no ads. If you don’t disturb them by showing them annoying ad then they are more likely to watch them.
We live in this wonderful advertising world that we all come to love and adore helps creates a lot of interest and joy in the world so we can continue to exist and thrive. So, yeah, long-winded answer to your question but yes, we did invent it. We have an amazing team of psychologists, neuroscientists, machine learning and AI developers that have built out that that stack that works with any brand on any media trading desk, and it’s called Radical.
