The new Sticky AdVantage service can analyze more kinds of ads — and provide more campaign feedback — than the company’s previous AdEmotion.
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What Sticky’s software sees through panel members’ webcams.
Brands can now get a Sticky AdVantage over their competitors, thanks to a new solution by that name announced this week by eye-tracking and emotion measurement platform Sticky.
The San Francisco-based firm has had an emotion-tracking service called AdEmotion, which followed users’ eye movements and detected emotions via facial expressions in response to video ads.
Its emotional detection — which is conducted only for video ads, since static and short moving ads rarely produce emotions — looks for expressions depicting Fear, Happiness, Disgust, Neutral, Puzzlement, Sadness and Surprise. Here’s a sample emotion-tracking screen:
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About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.