Mumbrella trialling technology to gauge audience reactions and engagement with campaigns
Mumbrella is trialling emotional measurement tool RealEyes to measure how audiences emotionally react to different campaigns and content.
The aim of using this technology is to be able to bring regular fresh insights to the creative content we run on the site, which we will share with our readers.
What does it do?
The system was developed based on the research by psychologist Paul Ekman which saw him develop a classification system for the facial expression of emotions called the Facial Action Coding System (FACs) which singles out six emotional states considered to be universal across cultures, ages and geography.
The technology is entirely permission based, and will only appear when the reader has ticked a consent box prompt on the screen.
Once permission has been given the software accesses the webcam on the reader’s computer and analyses their facial reactions as they watch the piece of content. These inputs are processed using the platform’s automated facial coding system to determine how the viewer emotionally responded to the content in question, how engaged they were and when they were most engaged by it.
RealEyes then presents the data in near real time to present a report on how viewers are responding to content emotionally.
The information gathered is strictly confidential and anonymised and does not access audio. The platform switches off once a viewer has viewed a specific piece of content.
Articles using the technology with be clearly marked on the Mumbrella site.
Linkedin
Does it capture images or just video fingerprints?
User ID not verified.
I wouldn’t use it. You end up with shit white dot tattoos all over your face.
User ID not verified.