Virool has added a new tool called eIQ to its existing video advertising platform.
The company says that eIQ will give video advertisers a way to track the emotional reactions that audiences experience as they watch video ads. Audiences opt-in to be tracked and eIQ detects facial expressions and head movements through the viewer’s webcam. Advertisers get data segments that include age, gender and emotions, along with an overall 1-10 video performance score.
“At Virool, we refer to branded video as Advertainment, and we built eIQ to track the emotional response that their Advertainment is actually receiving,” said Alex Debelov CEO of Virool. “In today’s digital economy, impressions are an outdated measure of success. That is why we care more deeply about the Attention Graph, because attention is what gets results. 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.”
eIQ has been built with technology licensed from RealEyes, an audience measurement and emotional analytics company, and is available now on the Virool dashboard.
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