Barry Levine says, “Marketers learned long ago that the best ads deliver emotional responses. To measure these responses, the traditional focus group has been complemented in recent years by facial recognition and other technologies.

News Corp-owned Unruly has now unveiled a multilayered solution that includes its first regular biometric measurement of online video or TV ads via an ensemble of star players in the field.

Called Unruly EQ, it brings together brainwave analysis by marketing research firm Nielsen, facial recognition by Affectiva and music data analysis by Moodagent. This is complemented by an expanded version of Unruly’s own detailed online questionnaire. Unruly VP of Marketing and Insight Devra Prywes told me that, previously, biometric testing was used only when a client requested it.

In addition, London-based Unruly is now launching a series of emotion-oriented private marketplaces (PMPs), in collaboration with Kent State University“.

Unruly now offers biometric measurement of video ads

Marketing Land

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