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June 17 2013

21:20

AOL Adds Biometric Tracking to Video Ad Measurement

CANNES – Using biometric tracking, AOL has begun testing emotional reactions to ads via a partnership with technology firm Realeyes, says Mihkel Jäätma, Managing Director of Realeyes during an interview with Beet.TV at Cannes. The company’s facial recognition software can measure the level of attraction, retention, engagement, impact and other emotions elicited in video ads, he explains.

The goal of the AOL-Realeyes pair-up is to quantify the emotional response to branded video content. Realeyes leans on consumer measurement panels from established firms such as CINT and Toluna. Consumers opt-in to have their facial reactions tracked via Webcams. “We collect info frame by frame for each emotion…and we have a condensed reporting form to show you how a piece of content scores in comparison to other things out there,” Jäätma says. For more insight into the applications of this technology in marketing, check out this video interview.

 

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

21:20

AOL Tests Emotional Response to Video Ads

CANNES – AOL is working with brands such as LG and Heineken on its new neuromarketing platform that aims to measure emotional reaction to video ads, says Rene Rechtman, SVP of AOL International. This sort of measurement can help brands better understand whether their creative is actually connecting with consumers in a meaningful way, Rechtman says in this video interview with Beet.TV at Cannes. AOL introduced the new platform in early June and it’s powered by tools from the tech firm Realeyes. The technology relies on consumers’ webcams to measure the emotional response to ads based on their facial reactions. For now, consumers opt in via measurement panels for the tracking. “We all say we engage more with great content but we don’t have the data and technology to provide that, so now we can provide that data to ourselves and to marketers and advertisers to show that a piece of creative is generating lots of emotional connection,” he explains.

For more insight into how brands are using the technology, check out this video interview.

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

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