Real time advertising is becoming more sophisticated, and businesses are beginning to understand that users are most likely to be engaged with the internet through their various mobile devices. A recent announcement from AOL has suggested a startling new avenue for collecting user data in order to glean advertising information: from a person's emotions as they are shown on their face. This advancement comes from a company called RealEyes and takes advantage of the omnipresence of cameras in devices like phones and tablets.
Such use of biological feedback has become more prevalent in recent years, as MediaPost points out. This technology would apparently function by scanning movements in a person's face while a video ad is playing and "tracking" the movements in order to determine the ad's effectiveness. For the time being, the users are testers who have agreed to be recorded in this respect, and AOL appears to be chiefly interested in incorporating this function into its "Be On" system.
Rene Rechtman, CEO of Be On, told MediaPost that he hopes this tactic leads to positive results on both the consumer's and company's part by encouraging interaction.
"It has always been very clear that content that has a strong emotional component has a much greater engagement and consumer response. We always knew that, but we didn't have the science to execute it," Rechtman said. "Now we have the technology and the science to measure how content affects people emotionally."
Implementing real time advertising can take advantage of constant connectivity in a variety of ways, but its use of video cameras, as Forbes suggests, is also somewhat problematic. Key Media Solutions can help your online business marketing team decide the best opportunities to pursue.