What would be the perfect software for a marketing company? Dismissing one send thoughts directly to the consumer brain, one that accurately known never seen before how the public reacts to an advertisement to be a good candidate. It sounds like science fiction, but it is not.
The system developed by Affectiva, a startup based in Massachusetts, United States, can pick up hidden emotions by controlling facial movements. Just watching the viewer sees an ad, the software can detect the influence that advertising has caused, if you liked the spot or even if it has changed its intention to buy the product.
All this, as recorded by an article in the New Scientist magazine digital, not only once the announcement is over, but in every moment of viewing. “This is your visceral response without a cognitive filter where they need to assess how they feel,” said the lead researcher, Daniel McDuff. The result is a tool that provides real-time information on tacit and spontaneous reactions, so it becomes a valuable tool for measuring the impact of an advertising campaign in a discreet, cost-effective and personalized.
How does it work?
The software first locates the most important facial markers, ie, mouth, eyebrows and nose tip. Then the machine learning algorithms see how these regions are moved or how it changes texture or skin tone throughout the video. These changes translate into discrete expressions that indicate changing emotions. The technology goes beyond simple facial recognition, it is able to identify and track different areas of the face of an individual accurately, including small muscular changes that occur when smiling or yawning. The moments of confusion or disconnection also captured and reflected in the data.
Applications
From there, the range of possibilities is wide. One proposal to connect the system to televis¡ión services like Netflix, to make suggestions about movies or TV shows, or ads that are more interesting to audiences. Affectiva team already has a database of more than three million videos of people of different ages, genders and ethnicities. According McDuff, there are slight variations in emotional responses, such as the tendency for women to have more positive than men facial expressions. Understanding well as answers each group, companies in the sector could better align your ads to specific audiences.
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