Realeyes has created technology that uses computer vision to read a person’s emotional responses to videos. This reading can occur fast — in 6 seconds.
Once a person’s emotions are read, the technology uses predictive analytics to map the “reading to the video to provide feedback on its effectiveness,” TechCrunch reported.
The London-based startup recently raised $16.2 million in funding to grow its engineering and business development. The company received the funding after a period of strong growth.
Similar to other smart devices, such as digital assistants, Realeyes’ smart technology both picks up and produces data.
“Computer vision” products
Realeyes is just another type of technology that’s using computer vision and big data analytics to get information that explains how people respond to marketing and promoting, TechCrunch explained. And according to the technology site, Realeyes — and other similar companies that use AI-enhanced emotion detecting technology — are becoming useful in other industries. The following are a few examples:
Affectiva: Started in ad technology, expanded into automotive AI
Emotient: Began with ads, was bought by Apple
Why Realeyes is different
Mihkel Jäätma, CEO and founder of Realeyes, told TechCrunch that Realeyes’ AI and technology capabilities are different than other companies’ technologies for multiple reasons:
The company has a large database. “We have hand-labeled over 15 million frames of naturally occurring emotions, with up to seven human assessments for each frame over the last decade,” Realeyes said.
The business uses its video data differently. For example, Realeyes uses predictive analytics that produce data about how people respond to videos, as well as how those responses can impact sales of the product being advertised. “Marketers can actually use emotional intelligence to drive business outcomes,” Jäätma said.
Apparently, this is quite important — especially because of the attention on how user data is now used. So, Realeyes’ technology could give “brands, agencies, media platforms and others a key way to [glean] effectiveness without having to do get too invasive,” TechCrunch reported.
TechCrunch also noted that so far, Realeyes is only working with “small pools of users” who are part of “opted-in panels.”
“This is not tech that will suddenly start recording your responses to online ads you might come across in your daily web browsing,” TechCrunch added.
Our latest #6secondads research shows that short is sweet for Digital Natives. Younger viewers over-perform in terms of average happiness & engagement for shorter ads. Learn more about #adexperience & join our webinar on the effectiveness of 6 second ads: https://t.co/uSWl2mQSYf pic.twitter.com/GeKJ0G9Lxm
— realeyes (@realeyesit) May 18, 2018
From ads to health and education
Although the company is working in the advertising and marketing world, it’s looking to expand in to health technology. According to TechCrunch, the company is examining how to “detect depression.” The company also is considering entering into the education industry to help better understand “how students stay engaged with digital learning content,” TechCrunch reported.
What this means for you
If AI-enhanced technology can detect human emotion, technologies such as Realeyes could better help everyone interpret facial expressions. This is helpful in business, as well as in personal endeavors.
Also, it proves that videos can illicit emotions in less than 7 seconds — with gives you a measured time frame within which to target various forms of video content. (This, just like, in general is a great thing to know.)
Although it appears that this specific type of technology won’t be used by the public, we could all glean information from what it learns.
The six-second ad can create impact for advertisers, but it's by no means a silver bullet. But what do you think? Answer four simple questions and you'll be entered in to a prize draw to win the chance to test your 6 second ads using Realeyes https://t.co/TwCBrW7MdD pic.twitter.com/BveKwLF4u0
— realeyes (@realeyesit) April 13, 2018
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Abbie Stutzer is a writer and editor from Lawrence, Kansas. Find her on Twitter at @abbiestutzer and on Insta at @abbiestutzer. Email her at abbie@ynotcam.com.
