DiO has launched out of private beta with first creative industry collaboration.
Aiming to bridge the gap between art and commerce, the biometric creative insight platform uses proprietary i4 artificial intelligence to capture conscious and subconscious viewer responses. Using a blend of facial coding, biometrics and electrodermal activity, DiO measures emotional responses to films, TV shows, adverts and games. Eliminating the need for “outmoded” focus groups, attention models and creative scorecards, DiO enables emotions and immersion levels to be comprehensively mapped, aiming to inform commercial decision-making, said the company.
DiO’s i4 AI and PressPlay audience panel can be employed throughout the creative lifecycle, providing response data from development and financing, through production and post production to marketing and media planning, said the company.
Ade Shannon, DiO co-founder and CEO, said, “Within any creative endeavour there is a tension between art and commerce, but I have never believed they are mutually exclusive. The problem has been the tools used to guide creative decisions. I get lots of feedback that this process has often felt like creatives are ‘having their homework marked’ with their work being given a ‘score’ that’s just far too reductive. It’s enormously frustrating for the complex relationship between art and audience to be boiled down to just one thing. It’s not just about eyeballs on screen or attention, this is about understanding how people really feel. DiO solves this by decoding the silent emotional reactions we all make, validating a creative’s intuition to maximise commercial success. Whilst our roots are in film and media, we’re on a mission to empower creativity everywhere.”
DiO’s has also announced a collaboration with Molinare Creative Group. Commenting on the partnership, Molinare CEO Nigel Bennett said, “Molinare has always been at the forefront of technological and workflow efficiencies, to better serve filmmakers in bringing their stories to life. This partnership will allow our clients and creatives to leverage DiO’s transformative approach to audience insight, ensuring testing is no longer seen as a necessary evil but a valuable addition to their creative toolkit.”
Sarah Frain, director of marketing and distribution at Picturehouse Entertainment, an early DiO client, said, “We were excited to use DiO’s unique emotional response analysis as it helped us hone-in on and refine our strategy, optimising our marketing budget to reach the right audience and exceed box office expectations.”
