Mediacom is using webcams to measure emotional reactions to ads

The idea of analyzing consumers’ emotions to improve advertising comes around every so often to be met with varying levels of skepticism. Palle Finderup Diederichsen, head of Mediacom EMEA Beyond Advertising, who has spearheaded a new partnership with emotion measurement company Realeyes, acknowledges the skepticism. The difference, he says, is that the technology can be applied at scale and globally. Starting this week, Mediacom is using Realeyes across Mediacom’s clients, which include Coca-Cola, P&G, GSK, Sony Mobile and Shell. Realeyes will measure how people feel when watching video content through a webcam and map the facial triggers across its database of 2,500 people. Advertisement Planners can test the emotional impact of content before it’s distributed, alter paid-media budgets and get feedback in two days from 300 respondents. The idea is that the process is quicker, easier and cheaper than traditional…


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