Televisionation: Realeyes On Why 2020 Presidential Election Ads Are Struggling to Engage Viewers

November 2, 2020

ITVT/TVOT is pleased to present a new episode of “Televisionation,” our video/audio podcast exploring the advanced/interactive-TV industry in the Coronavirus/Covid-19 Era and beyond. This episode features Max Kalehoff, VP of Marketing and Growth at Realeyes, a company that uses emotion AI and facial coding to measure consumers’ response to and engagement with video content. Kalehoff discusses new research from Realeyes into the efficacy of video advertising for the 2020 presidential election. Among other things, the company has found that the Biden campaign’s ads are more effective at “luring and sustaining” audiences, but that both that campaign’s ads and those of the Trump campaign are struggling to engage audiences; that negative advertising and longer ad durations are causing viewers to tune out earlier; and that political advertising in general needs to “balance rigid talking points with richer storytelling, in order to drive greater emotional impact.”