Realeyes Adds Emotional Measure to AOL's Be On

AOL's branded video content and analytics business Be On has partnered with emotional testing platform Realeyes to develop a biometric tracking service which reveals subconscious reactions to any piece of video content.

Realeyes measures facial expressions and quantifies people's emotional reactions through standard video devices such as webcams and in-store cameras. Through the partnership, Realeyes will tap into members of consumer panels run by companies such as Cint and Toluna, to measure the emotional impact of brand-owned content frame-by-frame, at or before launch.

The use of webcams enables tests to take place anywhere, anytime and through multiple devices. Content is then analysed in real-time to provide feedback on six basic emotions, as well as performance criteria such as attraction, retention, engagement and impact.

René Rechtman, CEO of Be On, comments: 'Brands need to produce content which cuts through the noise and emotional testing at scale is a vital step in the process of getting that content right for your audience. The addition of Realeyes to the Be On offering gives brands an unparalleled 360 degree service, which will revolutionize the branded video marketplace.'

The new partnership adds to Be On's existing Insights package, which includes metrics on brand uplift, competitor benchmarking, audience visibility, social buzz and emotional engagement.

Web sites: www.beon.aolnetworks.com and www.realeyesit.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.