Facial recognition software detects which produce really … – La Voz del Interior

To measure what feelings does to a receiver a certain advertising, it would be best to know what actually feels, not what it says in a survey. For marketing companies, this would be the ideal resource and, according to a publication of the specialized site AdAge.com exists and is running software to determine it.

Using facial recognition technology, there new emprendmientos that may forever change how marketing managers decide whether a TV spot works according to what they want to create.

Affectiva, just the name of one of the most successful providers of this service for executives Accounts of large companies such as Kellogg Co., Mars Inc. and Unilever, whose main Affdex product, which uses algorithms to measure and analyze the moment when the facial expressions of people watching videos.

Participants choose if you watch the video on TV stations in smartphone or notebook, and program data tirda marketing researchers. The system allows testing notices for emotional impact on a large scale. So far, claims to have analyzed Affectiva something like 2.8 million faces in 75 countries.

Consultants and Millward Brown in fact they include in its research methodology this technology routinely since 2014, and until you Affectiva He has left a firm that competes to offer the same resource. Is Emotient, have Perception, software that used in closed testing groups, but promotes its use directly “in the field”. For example, you can use the software to analyze the facial expressions of people watching ads in a regular situation, and in real time.

To avoid any problems of privacy, the company says it does “anonymous aggregate analysis “and seeks reactions in people who already being filmed, for example through security cameras. “We keep the meta-data, discard the images,” says the CEO Ken Denman.

Recently, he worked with a team Emotient undisclosed NBA caraes to analyze how the crowd react to notices issued in the stadium, there is a generous proectados videos on a giant screen. In theory, the information obtained could be used to determine which ads get more attention and better reaction during a game.