Marketing engagement specialist Sticky has announced that its platform now features “a new biometric data layer” that can be used to track audiences’ emotional responses to marketing content. Sticky CEO Hans Lee said the move brings the marketing industry “one step closer to our vision of a future where this wealth of biometric data combined with predictive analytics means all content is automatically optimized to earn engagement.”
In a statement announcing the added functionality, the company suggested it uses “behavioral biometrics” to track how audiences’ receive video content. The company said this behavioral biometric layer complements another biometric technology already in play—eye tracking, which lets Sticky assess what parts of video content are attracting audience attention.
Many other such applications of biometric technology are starting to emerge. Innerscope Research, for example, reported using a number of biometrics to track audience responses to video advertising last year, and in 2014 a comedy club in Spain tried to charge audiences by the laugh using facial recognition technology. Some observers believe this points to a future in which biometric advertising is tailored to audiences’ emotional states. For now, though, the technology appear to be limited to market research groups.
August 10, 2016 – by Alex Perala