Video ad tech firm Virool has announced the launch of a new video measurement technology it claims measures the emotional reaction consumers have to advertisements.
Virool’s new tech, dubbed eIQ, uses facial tracking technology licensed from RealEyes. Consumers must first opt in to allow their webcam to be turned on while they watch videos. If they do opt in, RealEyes’ technology detects facial expressions and head movements in real-time. These expressions and movements are analyzed to determine the consumers’ emotional state.
“In today’s digital economy, impressions are an outdated measure of success,” stated Alex Debelov, CEO of Virool.
eIQ is the latest in a string of recent technological advancements and neurologicalstudiescentered around measuring human emotion and subconscious reactions as it relates to advertising and general content engagement.
However, in the case of Virool’s technology, the emotional tracking is not done on test subjects but “true audiences” -- presuming they opt in to the tracking.