Truthify has patented a new advertising system that utilizes emotion recognition technology to guide consumers down different scripted paths. To that end, the Emotion-Optimized Journeys gauge someone’s reaction to a piece of marketing content, and then initiate a specific follow-up action based on that reaction. For example, a consumer may be prompted to buy an item that they respond to favorably, or steered to another product if they seem disinterested.
According to Truthify, organizations that trialed the platform enjoyed conversion rates as high as 81 percent, indicating that the Emotion-Optimized Journeys can help businesses boost engagement and create more effective calls to action. The solution can be integrated into many different video viewing platforms, and provides clients with advanced analytics that detail a viewer’s emotional response on a second-by-second basis. As a result, advertisers can use the solution to pinpoint the exact piece of content that triggered a certain reaction.
Creators can use the platform to build as many as seven custom pathways, each of which will correspond to a different emotion. However, those creators will need to obtain consent before reading someone’s face. Doing so helps maintain the privacy of individual customers, and ensures that the business remains compliant with GDPR and other data protection regulations. In that regard, the Truthify solution does not need to record any identifying personal information in order to generate positive returns for clients.
“The problem we aimed to solve was how to increase conversions for advertisers in an environment with ever-increasing data privacy concerns,” said Truthify CEO Justin Wisz. “We designed Emotion-Optimized Journeys to improve the user experience and improve the results for the video sponsor while removing any need for facial recognition or recording. The result is a personalized and private experience for consumers, and higher conversions and advanced insights for advertisers.”
The patent itself was granted by the US Patent and Trademark Office. Allied Market Research has predicted that the emotion recognition market will climb to $33.9 billion by 2023, while MarketsandMarkets places it at $37.1 billion in 2026.
May 13, 2021 – by Eric Weiss