Realeyes Debuts AI-powered Ad Attention Measure

Emotion analytics specialist Realeyes has unveiled a method using artificial intelligence to forecast how much attention an ad will attract, before it is launched.

Developed in collaboration with AI experts from Imperial College London, the new tool uses webcams to measure participants' attention, monitoring behavioural cues similar to those used by the human brain to decide whether someone is paying attention or not. Realeyes created its attention algorithm by using computer vision and machine learning techniques to train computers to recognise peaks and drops in attention. The platform was first fed videos showing various scenarios indicating a rise or fall in attention, and each of these instances was then labelled by human annotators, who decided the level of attention from the video segments shown. Using these data sets, the platform learned to associate actions in videos with the attention level, allowing it to assign these labels to new video segments it hasn't encountered before.

Clients will be given metrics showing the volume and quality of attention their content managed to attract, plus a second-by-second analysis of where attention rises or falls, allowing them to make edits prior to launch. Brands can also use it to see how their content compares with the rest of their sector or their competitive set.

Mihkel Jäätma (pictured), CEO and co-founder of Realeyes, comments: 'We have created a completely new way to track real attention at scale. Our AI-powered metric is the most sophisticated in the market, using webcams to interpret an audience's attention the same way a human would do, telling advertisers exactly how much attention their content will attract and provide them with actionable insights on how to maximise the ROI of their content marketing'.

Web site: www.realeyesit.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.