Virool has introduced the eIQ to help brands evaluate the emotional state of their ads on viewers. The eIQ is the answer to advertiser’s question on how their ads make viewers feel. The solution which Virool calls the “world’s first emotional insight technology” comes at a time when online video advertising is taking off. Bearing in mind that we base our decisions on our emotions, and that video has immense power to make us laugh, cry or scream eIQ will inevitably influence how marketers generate video content henceforth.
eIQ will track real time impact of video ads during a campaign by detecting facial expressions, ranging from surprise to scared. eIQ will also detect head movements using the viewer’s webcam. It’ll detect subtle facial movements on different points of a viewer’s face every second, to analyze a person’s reaction and determine if or not the viewer is paying attention. The facial expressions are categorized into happy, confused, disgust, sad, scared and surprised. “It is not a secret that there is a shift towards more meaningful, entertaining and compelling long-form, branded content,” Stated Virool blog. eIQ has combined metrics like click through rates, shares and interactions and delivers this in one platform. It will allow brands to know at what point their ads evokes an emotion from an audience.
The solution will assist advertisers to experiment with different concepts and use the results to direct edits. With the resulting score, brands are able to estimate ad shareability and viewer’s engagement before the actual campaign. Elements of the ad with higher scores will ideally have a higher probability of being shared. “With eIQ, we are giving brand marketers a new level of transparency into the performance of their video campaigns. And for the first time ever, we can quantitatively assess how gripping your video content is from the people that are actually paying attention to your ad,” said Virool’s CEO, Alex Debelov.