(1/26/17 –Mediapost Agency Daily) Syracuse, NY-based ad agency ABC Creative Group has signed an agreement with Dumbstruck to use its software to measure emotional responses to video content.
The platform – based on 50 years of emotional science research – works by sending a video link to participants via any mobile or desktop device with a forward-facing camera. As part of the deal the ad agency said has exclusivity in the central New York market to use this platform.
Viewers subconsciously express joy, surprise, anger, fear, sadness and disgust in their facial expressions. The software is able to measure the intensity of these emotions as well as attentiveness. The technology tracks responses to music, messaging or branding as well.
“Basically, we get all the benefits of a focus group without the expense or limitations,” says Travis Bort, owner/creative director, ABC. “We can test our video content with virtually any demographic in any location, and do it quickly.”
“More importantly it gives us the ability to test a video prior to releasing it to the public, which can save clients thousands in ad placement if changes need to be made to get the reactions we are looking for,” he says.
Other brands using this specific platform to test content include NBC, Lionsgate, Warner Brothers, iHeart Media and Ryan Seacrest.