"Read" by persons

The Unruly company lives by viewing users and their activity on social networks. And now she is introducing a beta version of the new tool.

“Called” is a new platform that visualizes a general indicator of users' emotional response to selected video ads. The strong emotional response from the audience causes them desire to share video, instills location to the brand and helps to build a comparative emotional characteristics of brands.
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Insights Vice Vice President Devrahs says that previously such information was available to companies, but, as a rule, was removed at the request of customers.

Emotional analytics is based on tens of thousands of online surveys, which were conducted by the marketing research firm Research Now. Each graph shows the response of 500 consumers who respond to 4 video ads.

Tracking emotional responses to video ads is the top topic of the day. For example, in January, a large advertising agency MediaCom announced that RealEyes, an analyzer of emotions through facial expressions, would become an integral part of their content strategy and media planning.

Last December, the New York-based company Sticky announced that it adds an emotional analyzer to their eye tracking services.

Companies that specialize in tracking users' reactions to advertisements claim that they can even track micro-expressions that are not available with regular surveys.

Devrah Pryvs comments that “facial coding recognizes from five to seven emotions,” including happiness, sadness, surprise and anger. According to her, their company went further and provides an opportunity to recognize up to 18 different expressions.

While Pulse is only being tested and there are no statistical data on the use of this platform in Unruly. The images in this service show the variation of users' emotional responses across regions, professional areas, age and sex.

It is still not completely clear how an advertiser can use information obtained from this service, which emotions cause the greatest response from the audience, or how this data can help brands in their development.

According to Unruly, happiness is the most common emotion experienced by people watching a video.



And such is the spread of the top 5 emotions by region:



This and other analytics allows you to make advertising better and more attractive.



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