Realeyes assesses emotional response by applying video analytics to footage captured through regular web or mobile cameras.

Ipsos says it is “rapidly integrating facial coding into ad tests and other media evaluations to capture the overall emotional engagement on a moment by moment basis”.

Yannick Carriou, CEO of Ipsos ASI and MediaCT, said: “Realeyes facial coding makes it easy to have an unconscious measure of consumer engagement. This is critical in evaluating an ad’s ability to have an opportunity for impact. Without engagement, there are low odds that an ad will be effective.”