CANNES – AOL is working with brands such as LG and Heineken on its new neuromarketing platform that aims to measure emotional reaction to video ads, says Rene Rechtman, SVP of AOL International. This sort of measurement can help brands better understand whether their creative is actually connecting with consumers in a meaningful way, Rechtman says in this video interview with Beet.TV at Cannes. AOL introduced the new platform in early June and it’s powered by tools from the tech firm Realeyes. The technology relies on consumers’ webcams to measure the emotional response to ads based on their facial reactions. For now, consumers opt in via measurement panels for the tracking. “We all say we engage more with great content but we don’t have the data and technology to provide that, so now we can provide that data to ourselves and to marketers and advertisers to show that a piece of creative is generating lots of emotional connection,” he explains.
For more insight into how brands are using the technology, check out this video interview.
AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.