08-09-2017, 12:20 PM
It is the holy grail of digital marketing: viral advertising, a tone that a large number of viewers decide to share with their family and friends. Various techniques derived from the new technology can help advertisers achieve this. In our research, two colleagues and I use infrared scanners to determine exactly what people are seeing when they see video ads. We also use a system that analyzes facial expressions to reveal what viewers are feeling. These technologies allow you to isolate elements that make people stop looking and find those who keep them engaged. In addition, they allow you to determine which types of ads are most likely to be shared and what types of people are most likely to share them. Here are five major online face advertiser issues, along with the solutions that have emerged from our research.