Advertisers now have a proven reason to make you smile.
That’s the basic takeaway from a new study by emotion tracking firm Realeyes and candy/food maker Mars, released this week.
Webcams in the computers of 22,334 consenting consumers in six countries tracked emotional reactions to 149 video ads for chocolate candy (such as Mars, Twix and Snickers), pet food (Pedigree and Whiskas), chewing gum (e.g., Orbit) and food (including Uncle Ben’s rice and Dolmio pasta sauces). Each ad was seen by several hundred viewers.
The idea was to see if emotional responses were related to sales lifts. With the widespread availability of webcams on computers, marketers are increasingly using emotional tracking as regular tool.