New Tool Measures Emotional Response to TV Ads

European-based ad metrics testing firm MediaAnalyzer has launched new technology to allow advertisers to measure consumers' emotional responses while they are watching TV ads online.

EmotionTracking, which is based on traditional lab-based emotion technology for testing TV commercials, provides participants with an online slider through which they can give feedback based on how they are feeling while watching the ads on their computers.

Whereas traditional methods involve respondents averting their attention away from the ad to input their feedback, this new online system can be used while the participant is still watching the ad on their PC.

'Emotion Tracking uses slider technology so that when someone is viewing an ad, they can simply slide their mouse left or right to give either a negative or positive response, all without taking their eyes off the commercial,' explained VP of US Operations, Charles Boyar. 'By doing this testing online and integrating it into a survey, we are able to generate cost efficient data for advertisers that is more accurate, can be processed faster, and can be customized for their needs.'

Founded in 2004, the firm supports global clients from its head office in Germany, and additional offices in the UK, Canada, and the US. In June, MediaAnalyzer partnered with Acrobat Research to offer its eye-tracking analysis services to Acrobat's manufacturing, publishing and media research clients in Canada.

Web site: www.mediaanalyzer.com .

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