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I’m building the next generation customer experience platform to enable you to create content people actually want to see, so that you can earn their engagement and love. We let you do this by measuring people as people, not clicks, including biometric measurements of what real people see, say, and feel in response to your content.
With your permission, we can tell where you’re looking and how you’re feeling! Don’t worry, we’re not the NSA ---- people opt-in for every study (and everything is anonymous!) Yesterday, we released Video Emotion Analytics, which allows you (as content creators) to know that you will not be skipped, will engage people, and will resonate. We give you confidence (as viewers) that the content in front of you is worth your time and attention.
Here’s an example image of emotion results, and here’s an example video of emotion results. If you’re interested in reading more about the tech and the evolutionary psychology of how emotions impact behavior, I encourage you to read this short piece.
Ask me anything about eye tracking, visual optimization, how emotions can predict behavior, how this tech will allow content creators to curate better content, and absolutely anything else!
What is eye tracking?
It is technically a technology that monitors eye movements as a means of studying how people interact with text or online documents.
What it allows you to do is measure engagement of users with your digital media
How do you ensure, that images of your participants are anonymus?
We don’t collect personally identifiable data -- we don’t tag anyone’s name, email address, etc. to the data, and whenever the results are presented it’s all in aggregate. Sign up for our crowd here https://sticky.ad/crowd-registration
If you detect annoyance, do the ads go away?
Actually that is the goal..... I call it making the internet fun again!
In the long term the technology will be used to filter out the garbage and turn it into gold - your gold - what you like.
Why would I want to measured as a person instead of a click? It seems like quite alot of effort and invading of privacy to work towards an unimportant goal.
We all have ad blocker because none of us like ads or the way the ads are placed in front of us. What if you had only engaging and fun ads and content that were relevant to you...How cool would that be?
More people every day get turned on to blocking ads. More people every day value their privacy online.
Why would I opt-in (edit: as an end user) to not only view ads, but allow the invasion of my personal space to have my eyesight/emotion/etc measured?
Additionally, what long-term value to you bring me (edit: as a content producer) by knowing where an impression has clicked or looked? In other words, once I know someone's more likely to look or click in another area, why do I need you for my future content?
Our opt-in is compensation based or done by beta groups who elect to assist others.
The digital world is alive not static. And as optimizers we are always trying to improve conversion is some part of the user journey. Messages are updated monthly to stay relevant and break through.
I have been doing work for sticky through Amazon Mechanical Turk for a little over a year and then on Sticky's own platform for a couple of months. Do you see Sticky getting to the point where you will hire people to work from home full or part time as opposed to an at needed basis?
Great to see a Crowder on here! Thanks for joining the AMA.
No, not at the moment unfortunately. We sample people digitally. Having people do this 24/7 would obviously bias the results. If people sat there and did this 24/7 it wouldn’t be representative. Instead we have a sample of people doing this at an at-need basis across the US and the world to help people build better and more engaging content.
You're measuring the fixation patterns of various consumer demographics? Has your team identified any major trends so far? Anything interesting?
We’ve run a few really cool studies that explore the generational differences in visual engagement patterns. One of them centered around Millennials vs. Baby Boomers and it was determined that it’s much harder to effectively market the younger generation! Here is a reddit post one of our team members on the case study: https://www.reddit.com/r/Infographics/comments/4uqrfq/advertising_effectiveness_on_baby_boomers_vs/
Another fun study we ran involved measuring the emotional response among consumers when watching an award winning, Heineken TV ad that first ran during the Super Bowl. The Heineken ad was 30 seconds long, but we noticed there was an emotional lull in the beginning --- people weren’t engaged. So we ran a study to see if we could reach the same effectiveness without the lull, and cut it out. We found that the shorter ad reached the same emotional peak and would’ve been just as effective. When screentime costs millions of dollars for a commercial, 15 seconds shorter could save a company a lot of money. Heineken’s commercial could have been nearly as successful for half the cost, had they just measured their viewers’ emotions beforehand.
You can read more about that case study here: https://sticky.ad/blog/2016/8/9/why-an-objective-test-for-videos-is-important (the Heineken case study is featured in the second half of this article)
Signup and get access to our free library of demos.
What interesting marketing principles have you learned with eye tracking?
We have three examples:
Yesterday we launched our video product which helps you differentiate gold from garbage. You can measure what earns attention and what is skipped allowing for you optimize. https://www.youtube.com/watch?v=k5Sm4S1pamo&feature=youtu.be
Here is a great set of examples on websites. http://www.seenpath.com/pages-weve-run/ and images
Is this mainly used for commercials?
actually no, we do more than videos! You can measure engagement on all digital content including webpages, emails, packages, digital shelves, virtual stores....pretty much anything you can make digital. Some people are using the technology to test billboards, direct mail and pamphlets.
Right now there is a lot of interest in our new video emotions analytics to edit pre-roll videos or understand why these are not working in market. We are offering a $149 try it now price to showcase the power of the technology. Sign up here to get started https://sticky.ad/
Regarding the images: It's good to know the client gets only aggregated data! But can you or one of your employees see the images from my webcam? (technically)
Unfortunately as an Non-US Resident the crowd activity is not available yet :-)
Instead of inferring what someone is feeling, why not just ask them?
We collect self reported or survey data, in additional to biometric data.