We understand that marketers want to know what their audience is seeing and feeling when they are watching video advertisements. We have added video ad testing with emotional measurement to our online webcam eye-tracking solution in order to help our clients do just that.
Our video ad testing with emotional measurement applies unique facial expression coding by analyzing micro-expressions and facial movements that can depict emotional states including joy, surprise, sadness, fear and disgust. Ad testing with emotional measurement is perfect for pairing with our xPress Eye-Tracking service to let marketers know exactly where people’s attention is directed on a web, mobile or television video ad.
With our xPress Eye-Tracking, we already help clients determine if an ad broke through and engaged the audience. By adding emotional measurement via facial expression coding, we are now able to tell if your audience noticed key messaging elements of the video ad along with how they felt at the time. This addition is important because only measuring one or the other leaves marketers missing part of the viewer’s experience.
Our emotional tracking measures facial micro-expressions to provide our clients with the following objective dimensions:
Impact is a scale of the likelihood to be remembered based on the scene in the video with the most emotional impact. It is measured on a scale of: FORGOTTEN, INDIFFERENT, MORE VIRAL
Time to First Impact
The point in time where there is the first statistically valid emotional response during the video. The later it is, the higher the probability your audience will disengage and lose interest. For most advertising, it should be in the first 7 seconds or less unless there is a reason people will engage longer.
Flavor of Engagement
Flavor measures the positive and negative valence of the experience and is based on the emotions displayed during the experiment. While both positive and negative emotions create engaging media, making sure they align with your desired response is key.