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Emotional reactions may be the best way to gauge your video ads

Political campaigners use AI to detect emotional responses to their ads – and your company can too.

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As artificial intelligence technology develops, more and more advanced and specific kinds of data are available to help marketers optimize their campaigns. While it’s easy enough to track whether your audience is watching your ad video all the way through, whether they are reposting it, or clicking on your link, the latest technology may be able to give you even deeper insight into what your audience is thinking and feeling.

This week at the Campaign and Elections Innovation Summit, an exhibition where companies show off the latest technologies for assisting political campaigns, a company called CampaignTester demonstrated its “mobile focus group platform.” This platform gives you more than just the basic data. It uses a viewer’s phone or tablet camera to measure not only engagement – that is, whether or not the person is actually facing the screen with the volume turned up – but also the viewer’s emotional response to each second of the video.

CampaignTester uses an artificial intelligence technology called emotiontrac, which can measure micro movements in a viewer’s face to identify eight emotions: happiness, surprise, sadness, confusion, fear, disgust, anger, as well as simply “neutral.” The app then consolidates emotional and engagement data into a report in the app’s dashboard, showing a graph measuring engagement and emotion throughout each part of the video.

While CampaignTester was presented to political campaigners this week, it would clearly be useful for any kind of marketing campaign. Says COO Bill Lickson, “CampaignTester is not just for the political and advocacy marketing initiatives. We’ve had interest from movie producers, record labels, ad agencies, celebrity influencers and companies from a variety of industries that want to add this unique data to their business intelligence.”

In fact, any company can sign up to use CampaignTester to gather data about your marketing campaigns. In order to use the app, you’ll need to upload videos and determine who will be watching them. Viewers will need to opt-in and agree to “disclosure and privacy policies.” Most companies using CampaignTester will recruit viewers by offering perks such as gift cards.

It’s a great way to gather data from viewers who actually agreed to have their data collected and didn’t get tricked into it by failing to read the fine print. Pricing for using CampaignTester varies by the length of the video and the number of people you’d like to view it.

Without data about viewers’ emotional reactions, an ad campaign could fail without you ever fully understanding why. But if the viewers’ faces reveal that your video has left them confused or angry, you can make changes to improve it.

Short of an in-depth focus group, this may be one of the best ways to measure how people are actually responding to the content of your video-based marketing.

Ellen Vessels, a Staff Writer at The American Genius, is respected for their wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when not writing, and has a passion for sustainability, social justice, and the arts.

Real Estate Technology

Value privacy? DuckDuckGo is the answer to breaking up with Google

(TECHNOLOGY) DuckDuckGo is a search engine that doesn’t listen to home recordings, sell you stuff, or track your every movement. They just provide search results.

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A recent Wired editorial caught our eye, urging folks to consider using DuckDuckGo instead of Google. As someone who does use DuckDuckGo as my default search engine, it made me smile.

In the modern world of telecommunications, the only real currency is trust. When you buy an iPhone or an Android, you’re not really buying a set of features. You’re buying assurance that the cell phone company you’ve chosen isn’t going to screw you over too badly. You have a device in your pocket that tracks you, everywhere you go.

Even when you have location services off, your smartphone knows where you are through a combination of the Wi-Fi networks nearby and your phone’s motion sensor. Here’s an article from nearly a decade ago talking about how this process is 90% accurate. How much better do you reckon it’s gotten since then?

The thing is, Apple and Google both kinda suck at the privacy thing. Here’s an article about Siri recordings being made when Siri isn’t meant to be turned on, and the quality assurance contractors who then have to listen to people having sex. (Apple is ending the contractor program, after a public outcry.) Here’s an article about a big ol’ leak of Google Home recordings, many of which were made without the user activating Google Home. Here’s an article about Amazon leaking 1,700 audio recordings from someone’s Alexa to a complete stranger!

So your phone companies don’t really protect you that well. Apps take advantage of this too. If you still have the FB app, you should probably delete it! Here’s a story about a psychiatrist realizing that Facebook was suggesting that her patients add each other!

So privacy matters, and Google sucks at it. Google is also a HUGE business. It’s an enormous company that wields so much influence on ours lives that there is an entire industry now called “search engine optimization” dedicated to unraveling its whims.

And what whims! One major update a few weeks ago caused a 30-40% drop in traffic for some websites. These updates are pretty opaque, and a whole constellation of websites has arisen to help the search engine optimization workers (or SEOs, for short) untangle what those updates mean, and why their traffic has suddenly gone down.

And at this point, Google only kinda wants to serve you results. Mostly they wanna serve you ads, and highly-optimized shopping results. One of the big problems facing SEO workers right now is that you can bust your ass to get a company to the front page of results, and it may not matter if you don’t crack the top 3. Because people do most of their Internetting on their phones now, and ads take up most of the screen space when someone Googles.

So Google isn’t great at privacy AND their priorities are skewed. But this is an article about DuckDuckGo, right? And we’ve barely covered it! So let’s talk about that a little.

DuckDuckGo doesn’t save your searches. It forgets everything you search. And you know what? That feels incredible. There are drawbacks. When I type the letter L into DuckDuckGo, it doesn’t immediately suggest “Leonard Bernstein shirtless” like Google does. But the ten seconds it takes to type that out is worth the knowledge that my data isn’t being stored by my search engine.

And yes, Google pours a ton of money and attention into their algorithms, and they’ve got a years-long head start on DuckDuckGo. But usually, DuckDuckGo still manages to get me exactly what I want. Sometimes, it’s even better at giving me what I want. Because it’s not serving me ads, or trying to second-guess me. It just…gives me the thing I asked for.

There are still some instances that send me to Google. If I’m looking for a specific image or gif, for instance. Or if I’m looking for a certain news story. And there are certain niche searches where Google’s experience is necessary. But for the vast majority of what I need, DuckDuckGo is there, serving up only what I want and protecting my privacy while it does. And it feels GREAT.

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Real Estate Technology

VR can calm cows to produce better milk. What can VR do for us?

(REAL ESTATE TECHNOLOGY) If VR can help reduce anxiety in cows and help them produce better milk, what could it do for humans with its wide variety of uses?

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From virtual reality (VR) roller coasters to immersive theatre with VR headsets, we sure have gotten creative with the use of this relatively new technology. But why should humans have all the fun? Recently, a Russian farm has started to put customized VR headsets on its cows.

Yes, you heard us right: these cows are being immersed in the virtual realm of a beautiful summer field.

According to Moscow’s Ministry of Agriculture and Food, there’s actually research that shows cows yield better milk production when they’re in a calm environment. Not only can they produce more milk, but sometimes it’s even higher quality milk!

The virtual reality experiment tested if a simulation of a calmer environment could produce similar yields, and initial results say yes! In fact, the entire herd’s mood improved after the short term study. The study will continue long term and if good results continue, it will likely expand.

If VR can be beneficial for cows, what could it do for humans?

One study explored its potential as a pain reliever. Burn patients were tested on pain levels while being treated (an extremely painful procedure) and reported feeling significantly less pain while playing VR! It’s likely because immersing someone forces the brain to focus on the virtual world, rather than the pain. Virtual reality has also been used for rehabilitation, like helping individuals with Parkinson’s disease improve their muscle control.

Stanford’s Virtual Human Interaction Lab is also studying various capabilities of virtual reality. Many experiments center around whether or not immersion can change attitudes and behaviors in the real world. They’ve created simulations to try to increase anything from empathy for the homeless, an understanding of racism, to kind acts in the real world. Although these are all initial studies, the results have been promising!

And yes, just like with cows, studies are finding that virtual reality could help reduce anxiety in humans.

Of course, as far as technology goes, virtual reality is still in its infancy. From reducing pain in humans to increasing milk yield in cows, we’ve really only scratched the surface of virtual reality’s potential applications.

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Real Estate Technology

Emoji ladened tweets are not accessible to the blind; let’s fix this.

(REAL ESTATE TECHNOLOGY) Emoji have created a funny inventive way to communicate in modern times, but they may be unintentionally excluding blind people.

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If you can't read this you are now in the same situation as the blind trying to read an emoji tweet

Blind blogger Holly Scott-Gardner went viral in mid November when she tweeted out a video of her screen reader struggling to make sense of an emoji-laden meme tweet. The meme form features an all-caps message in the center of a sea of emoji hands. The hands encompass the full spectrum of skin tones and surround the message on all sides, as though a crowd of people are all gesturing towards it for emphasis.

It takes Scott-Gardner’s screen reader a full two minutes to read the tweet, which consists solely of the words “STOP CENSORING SEX-POSITIVE CONTENT.” The majority of the video consists of her screen reader rattling off emoji, row by row from left to right, at blazing speed. Not only is the description of the tweet useless, it’s also a little terrifying to imagine how long it would take the reader to describe the tweet in a normal speaking speed.

Scott-Gardner gamely fielded questions from people, including “how is there not some kind of alt-text option for tweets?” Her answer is that there is one. (You can turn it on here and start writing alt-text for your own tweets.) However, it only works for images, not for memes made out of emoji.

Of course, she can turn off the emoji, but as linguists Lauren Gawne and Gretchen McCulloch point out, emoji are gestural, not symbolic. They hold a key part in modern written language. Since it’s impossible to read body language and facial expressions across the digital divide, emoji have come to take their place. They’re crucial to understanding context and tone.

Scott-Gardner followed up with a second video showing what ASCII art sounds like on a screen reader, and it was similarly incomprehensible. (She did her audience the favor of slowing the screen reader down a bit for the follow-up.)

It goes without saying that Internet access is a necessity to meaningfully participate in modern society, and questions of accessibility are more important than ever if the Internet truly is going to be the democratizing force it was heralded as when it first came along.

Domino’s Pizza recently made headlines when they argued in court that the Americans with Disabilities Act (ADA) doesn’t apply to digital spaces. Guillermo Robles, a blind California resident, sued the company for violating the ADA when neither their app nor their website were accessible to his screen reader.

Rather than spend the $38,000 they estimated were necessary to make the changes, they decided to appeal the decision all the way to the Supreme Court. (The Supreme Court declined to hear the case, letting Domino’s loss in a lower court stand.

You may know that website accessibility principles like alt text help your SEO. You hopefully know that having an accessible online presence is important from a “basic human decency” perspective. But in addition to those things, it’s also a huge liability issue that companies would do well to make sure they’re addressing. If you need a place to start, the UK Government has a handy primer on the basics of accessible web design.

And if you’re interested in hearing more from Holly Scott-Gardner, she keeps her writings and her Working Blind podcast at her website.

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