Barry Levine says, “What marketers really want is to literally see and feel what their customers and potential customers are seeing and feeling.

Today, visual engagement analytics platform Sticky takes a step closer to that goal, with the addition of emotional tracking to its eye-tracking services. The New York City-based company’s clients include AOL and Orbitz.

Called AdEmotion, the new capability — being released as an open beta — tracks dozens of points on a face to analyze micro-expressions and other facial movements that can depict emotional states. Test subjects opt in to having their images taken and analyzed through the webcam, remotely or in a lab.

Sticky has previously employed eye tracking to provide insight about where customers’ attention is directed. It was initially funded by eye-tracking firm Tobii in 2009 to implement the Sweden-based company’s infrared eye tracking through a webcam using regular video and still images, and the resulting product was launched in 2011.

Eye tracking is useful for letting marketers know exactly where people’s attention is directed on a web page, a product package, a print ad, a point-of-sale installation or any other information that can be shown on a screen“.

Sticky, A Web-Based Eye Tracker, Can Now Track Your Emotions

Marketing Land

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