1. OF ADVERTISING
OSCAR ALDRIN, JENNY BERN, AUGUST EJNARSSON,
ANNA WEITMANN, MIKAELA WAHLSTEDT
How can advertising compete with the increasing
amount of content demanding human attention, and
what is the advertising model of the future? Set out in
2030, Admotion addresses these questions and tells
the story of how the world of advertising has lost its
power and how emotional data and storytelling could
bring it back to life.
RECONNECTING THE WORLD OF
BRANDS WITH TRULY ENGAGED
CONSUMERS.
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ADMOTION
ADVERTISING
THE
FUTURE
OF
THE FALL OF ADVERTISING - YEAR 2030
T
he power of advertising is dead. Marketing companies
have during the last decade consistently underestimat-
ed the importance of human attention by exposing
consumers to vast amounts of advertising. Therefore,
attention spans are at an all time low and consumers have started to
filter out advertising to a point where it is no longer effective.
The decrease of effectiveness in advertising can be traced back to
2015. Back then, more and more content was being created and the
competition for human attention became stronger. To keep up with
the new competitors such as, social media and video-on-demand,
advertisers increased the stream of content. As a result, consumers
took the opportunity to opt out of advertising altogether and were
to a large extent using ad-free subscriptions, pirated content and
ad-blockers. The advertisers return on investment was shrinking.
The success of the ad-free services proved that human attention and
engagement in advertising was not valued highly enough. Yet, mar-
keting forces were too strong and kept pushing content on the con-
sumers, too afraid of losing revenue. This led to a noisy environment
where too much competing stimuli was present for advertising to be
effective, benefiting no one in the value-chain.
—— Admotion’s logotype

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ADMOTION
Admotion offers a solution to bring the power
of advertising back to life. In order to restore the
effectiveness of advertising, we have to redefine
how human engagement is valued and mea-
sured. This is done by combining two different,
but yet equally important components; the lat-
est cutting edge technologies from our wearable
devices and the age-old concept of storytelling
transformed into new dimensions.
Admotion combines these two elements
together with a patented algorithm that lets us
detect consumer’s emotional response to an ad.
By recognizing a positive emotional response,
we create a relationship between the brand and
the consumers.The relationship implies that the
story in an advertisement will continue to target
the consumer throughout their everyday life in
fitting contexts. This relationship will continue
as long as positive emotional engagement is
maintained, i.e. brings value to the consumer. As
soon as the consumer is no longer emotionally
engaged by the brand, i.e. loses interest, the rela-
tionship ends and the consumer will stop being
targeted by the ads. From a brand’s perspective,
we reach consumers that are emotionally en-
gaged with the company’s offerings and values.
From a consumer’s perspective, advertising will
result in positive emotional responses and be a
useful element in everyday life.
Emotional fulfillment is a standout offering
for a winning brand and emotional engagement
is therefore a very, if not the most, important in-
dicator to successful advertising (Roberts,2014).
This engagement is impossible to create with-
out great storytelling, an element that has been
proved to be more important than the actual
content of advertisement when predicting its
success (Monarth, 2014). With storytelling be-
ing the core of this new advertising experience,
we only partner with brands that are committed
to providing advertisement with strong story-
telling. Stories that will go beyond one-time
experiences and continues to be told throughout
consumers’ lives in contextual environments.
TECHNOLOGY
THE EVOLUTION OF WEARABLES
The last decade of rapid evolution in wearable
technology has made our solution possible. The
now widespread SmartBand has taken the place
of the former smartphone as the standard device
for information and communication in society.
The SmartBand was originally created by Cicret,
a tech startup who launched the first model the
Cicret Bracelet in 2023. The utility compared
to the SmartWatch was quickly proven, which
still had a hard time fully establish itself on the
market. As the popularity of the Bracelet sky-
rocketed, electronic giants such as Apple and
Samsung were not late to follow. With more
models hitting the market the name SmartBand
became a commonality and it is now manufac-
tured in a variety of different
models and colors. In addition
to its killer feature; the embed-
ded pico projector,which offers
great visualization possibilities,
all SmartBands are equipped
with a variety of sensors that
we leverage in our solution.
VISUALIZATION
To visualize an ad in the consumer-brand relationship created by Ad-
motion, we take advantage of the SmartBand in two different ways.
The first and most common way is to use the on-arm screen projec-
tion (see Picture 2).The second way is through the on-surface projec-
tion, which brings thoughts back to traditional projector. Depending
on the content and the environment of the consumer, the visualiza-
tion will vary and adapt to the best possible way. Both approaches
take advantage of the the pico-projector, which has the possibility
to project high-definition interactive screens on a variety of differ-
“WITH STORYTELLING BEING THE CORE OF THIS NEW
ADVERTISING EXPERIENCE, WE ONLY PARTNER WITH
BRANDS THAT ARE COMMITTED TO PROVIDING
ADVERTISING WITH STRONG STORYTELLING”
“ADVERTISING WILL RESULT IN POSITIVE
EMOTIONAL RESPONSES AND BE A
USEFUL ELEMENT IN EVERYDAY LIFE”
——— Picture 1, the SmartBand and some of it’s features

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ent surfaces. These technical possibilities allow
for both personal and immersive advertising
experiences. By also recognizing the emotional
state of the consumer, Admotion can push ads
with optimal timing making a positive response
more likely.
THE COLLECTION OF EMOTIONAL DATA
Emotional data is the collection of emotional
reactions that indicate a state of mind, often as
a response to a particular event or in our case an
ad. Examples of such states can be excitement,
joy, delight, surprise, fear or sadness. Emotional
data is all the things in between the lines, that
make humans do what we do (Carter, 2015).
Detecting accurate emotional data is not an
easy task, but with the technological advance-
ment during the last fifteen years we have made
it possible. Our technology uses a combination
of sentiment analysis, which looks for linguistic
patterns in both written text and speech,together
with biometric data from sensors in the Smart-
Band that detects bodily reactions.The emotion-
al data is then combined and interpreted in the
contextual environment of the consumer, which
is made possible by our current connected society.
FINDING THE FEELINGS
Detecting biometrics data and creating emo-
tional connotations from sentiment analysis
is one thing, but mapping these to the correct
mental state is another.The patented Admotion
algorithm have been developed and refined over
several years and is now 98.9 % accurate. This
gives advertisers completely new opportunities
for consumer targeting. Creating brand value
through storytelling, resulting in emotional re-
sponses that will play a central role in winning
back the customers engagement.
To give an insight in how our algorithm
works, it first recognizes if a consumer engages
with an advertisement. By picking up biometrics
reactions automatically released by the consumer,
lower-order emotions such as arousal or discour-
agement gives an indication
if the user is interested in
the ad or not. At the same
time the sentiment analysis
is applied, translating low-
er-order emotions into ba-
sic emotions such as happiness, fear or anger. At
last, the context of the consumer is scanned and
data from nearby connected devices is picked up
and maps a digital environment. In this environ-
ment, basic emotions from the consumer is fur-
ther processed. As a result, higher order complex
emotions are derived, which gives an accurate
description of the consumers emotional reaction
to the content.
BIOMETRIC DATA
All emotions are accompanied by bodily reac-
tions that are partially beyond an individual’s
control (Poels & Dewitte, 2006). Sensors in
today’s modern wearables, such as the Smart-
Band, allows us to detect these physiological
traces. Our technology measures reactions such
as facial expressions (smiling, frowning), skin
conductance (sweating), heart rate (pulse), and
movement with the variety of sensors included
in these devices. This method surpasses an indi-
vidual’s cognitive bias, the case when consumers
are not always fully aware of what they do or like
in daily life but rather process information au-
tomatically and behave spontaneously in many
occasions (Bargh, 1999).
SENTIMENT ANALYSIS
After engaging in a powerful ad that creates
an emotional response, a result is often a ver-
bal reaction from the consumer. For example,
a spontaneous outburst or by directly sharing
——— Picture 3, the three stages of processing emotional data in the Admotion algorithm
——— Picture 2, SmartBand on-arm screen projection
98,9%
Accuracy of
our algorithm

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your thoughts with surrounding people. Ad-
motion uses real time language processing of
spoken voice and sound to pick up these reac-
tions. Whether it is a spoken sentence or verbal
sounds like “aawwwww”,“ooohhh”or “uuuuggg-
hh”, our algorithm can translate the emotional
connotation. The speech recognition can also
detect different voice tones to help analyze the
emotional meaning of the words and has a spe-
cial feature to detect sarcasm.
CONTEXTUAL DATA
To help make sense of both the biometric data
and the sentiment analysis, Admotion takes ad-
vantage of the connected society around us. By
communicating with other connected items, we
can detect the environment around the consum-
er when engaging in an ad. The contextual data
binds together the two other elements and make
it possible for our algorithm to make an accurate
judgement of the emotional reaction.
SECURITY
Your emotional data is safe with Admotion. We
employ total discretion of personal data and
throughout our analytical process consumers
data is encrypted and can’t be accessed by any
party. The final emotional response is the only
output available to our customers which is han-
dled with most caution. Please contact our ser-
vice center for more information regarding data
security at Admotion.
BUSINESS CONCEPT
THE NEW CURRENCY IN DIGITAL
ADVERTISING
Fifteen years ago, there were plenty of different
digital pricing models. When the shift from
static to dynamic business models took place,
the agile atmosphere made companies desperate
to find a solid foundation. During this transfor-
mation companies experimented with different
models trying to prove their marketing invest-
ments successful. Questions were raised, how
can success be measured in advertising? Cost
per click, cost per action, cost per hour, or maybe
cost per impression? The pricing options were
many. Now fifteen years later we have finally
created the ultimate advertising model.
Admotion introduces the CPE rate, a com-
pletely new advertising model based on emo-
tional responses. Cost-per-emotional-response
(CPE) is the first ratio providing a reality-based
metric. The CPE model is sustainable and ef-
ficient, due its accurate gathering of data, and
when focus is set on catching someone’s atten-
tion rather than counting clicks, it will naturally
contribute to a higher quality of ads.
CPE COMPARED TO PREVIOUS
PRICING MODELS
A typical pricing model before advertising lost
its power was the CPM rate, cost-per-thou-
sand-impressions. The model aimed at sending
out ads more or less blindly to a large audience and hoping that re-
peated impressions would persuade the consumer. This led to con-
sumers being targeted with a lot of ads, following a lot of waste, i.e.
ads they did not really care for. As a result, this approach has been
argued as the cause for the fall of advertising since it did not value
human attention correctly.
Back then the standard cost for reaching a thousand impressions
was around $30 per 30 second video ad (Marchese, 2015), resulting
in $0.03 of advertising per person. This translates to $3,60 per hour
of ads, explaining why so many consumers started to buy back their
time with the ad free models.The problem was that marketers did not
value human attention, instead they valued the potential for human
attention, which is a big difference.
The CPE model follows a similar pricing strategy as the CPM
model did, however with a big distinction. If we would bring the
CPE model back to 2015, $30 of video advertising would give you
100 emotional responses.This compares to the 1000 impressions you
would get for the same amount of money with the CPM rate.The big
distinction being that for the same amount of money brands would
reach more engaged consumers, and consumers would in turn be ex-
posed to ten times less ads.
In the fog of not being able to differentiate the impressions from
potential consumers, we can now make it possible to measure soft
values, e.i. true values, and not estimate them as we used to. We are
now facing an exciting phase where views are being replaced by emo-
tional responses, the new currency in digital advertising.
“THE PROBLEM WAS THAT MARKETERS DID NOT
VALUE HUMAN ATTENTION, INSTEAD THEY
VALUED THE POTENTIAL FOR HUMAN ATTENTION”

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CONCLUSION
An era of noise in advertising is about to be broken. Advertising is
valuable and useful for consumers as long as it is relevant, timed cor-
rectly and emotionally engaging. Brands are desperate to find a way
back to the attention of consumers.The question has just been, how?
Admotion offers the solution.By introducing a consumer oriented
advertising model, we bring the power of advertising back to life. We
facilitate a richer advertising environment providing high value for
both advertisers and consumers. In this new environment, emotional
responses is seen as the main tool and indicator for handling tar-
geting, engagement and building relationships between brands and
consumers. Telling powerful stories is how we will get there. Brands
who manage to build advertising around their core values and com-
municate their message will stand as the winners in this new era.
The revolutionary CPE advertising model lays the foundation by
recognizing emotional responses as the true metric for engagement.
It is now up to the brands to take advantage of this great possibility
and win back the hearts of the consumers. At Admotion, we demand
that our partners deliver great storytelling, making advertising cam-
paigns an enjoyable and exciting experience to be a part of. This is
just the beginning of emotional and story driven advertising,bringing
more value to consumers’ everyday-life. We re-connect the world of
brands with truly engaged consumers.
“EMOTIONAL DATA
IS ALL THE THINGS IN
BETWEEN THE LINES,
THAT MAKE HUMANS
DO WHAT WE DO”
File name Credit Caption (30-70 characters)
TheSmartBand.png Made by us + (Cicret Bracelet, 2015) Picture 1, the SmartBand and
some of it’s features
OnArmProjection.png (Cicret Bracelet, 2015) Picture 2, SmartBand on-arm
screen projection
Bargh, J.A. and T.L. Chartrand. (1999). “The unbearable automaticity of be-
ing.” American Psychologist 54(7) : 462-479
Carter, J. (2015) “How mining human emotions could become the next big thing
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world-of-tech/future-tech/emotional-data-from-the-likes-of-the-apple-watch-is-
this-the-next-boom--1291151>
Cicret Bracelet, (2015). Blog - Cicret Bracelet. Accessed 22 November 2015
<http://cicret.com/wordpress/?page_id=19543>
Joe Marchese: Future of Advertising, Video accessed 20 November 2015
<http://futureofstorytelling.org/video/future-of-advertising/>
Monarth, H. (2014) “The irresistible power of storytelling as a strategic business
tool”, accessed 22 November 2015 <https://hbr.org/2014/03/the-irresist-
ible-power-of-storytelling-as-a-strategic-business-tool/ >
Poels, K. & Dewitte, S. (2006) “How to Capture the Heart? Reviewing 20
years of Emotion Mesurement in Advertising”, accessed 22 November 2015
<http://papers.ssrn.com/sol3/papers.cfm?abstract_id=944401>
Roberts, K, (2014) “The Future of Engagement Is Big Data Plus Big Emotion”,
accessed 22 November 2015 <http://adage.com/article/guest-columnists/
future-engagement-big-data-big-emotion/295350/>
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REFERENCES