U.S. HISPANIC
FOX: FOX Engagement Optimizer was born in Latin America but other markets have expressed their interest in it
Maribel Ramos-Weiner| 6 de julio de 2018
Juan Vallejo FOX
Juan Vallejo, EVP, Commercial Partnerships at FOX Networks Group Latin America, has been one of the main drivers of the FOX Engagement Optimizer, a large-scale research that measures engagement, for the first time and in a real context, in a non-invasive manner, to optimize ad spots.
“High executives at FOX have always allowed us to innovate. We embarked on measuring emotions two and a half years ago, through neuromarketing studies. The industry loved them and asked us for more. That is when the first talks with Harvard and Berkeley arose to develop this product,” highlighted Vallejo.
They first started in Mexico, whose market reacted very positively. They will continue in Brazil and Argentina during the second half of the year and will then add Colombia and Chile.
This product, that measures people’s cardiac frequency while they are watching TV, allows telling advertisers in what context they can optimize their commercial from the perspective of emotions.
“The greater the engagement the more purchase intention there will be,” pointed out the executive.
This product was born in Latin America, but already arose interest in other markets and was presented by the commercial team in talks and international seminars.
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