A new science of eye tracking technology in digital video ads launched by Vuliv

VuLiv Player, an intelligent audio-video platform that uses Artificial Intelligence and Machine Learning to build predictive & prescriptive content recommendations, has launched EyeVu.

EyeVu – an AI-powered advanced tracking technology that gauges a viewer attention to digital content and enables brands & marketers to track the eye movement of a consumer while watching brand advertisements or digital video content. This will generate accurate data as to which part of the advertisement was actually viewed (not just played passively) and at which part of the viewers’ attention was lost.

Built on native android library, EyeVu, is an intelligent technology that works on human eye movement across a set of angles or even eye blinking to create an algorithm that calculates the exact number of seconds or video frames a consumer’s attention was lost or regained and generates real-time data that provides rich creative insights for brands to investigate a consumer’s viewing interest pattern to a particular ad campaign or video content. This eliminates the problems of misleading data on consumer’s viewing patterns and combats frauds in digital advertising.

The data generated can also help decode the science of compelling storytelling by advising marketers to rework on the content frame by frame and create A-B video testing samples to analyse audience response by exposing them to different edits of a video under controlled conditions.

The company says that AI and Big data Analytics powered EyeVu technology empowers marketers and creative storytellers to create insightful, creative and unique content to ensure that the message weaved in an advertisement or the entertainment video reaches to the ‘right audience’, at the ‘right time’.

According to marketing research firm eMarketer’s data, mobile will account for more than half (62 per cent) of overall digital ad spending, which is expected to hit a total of $2.8 billion by 2020. Globally, mobile ad spending touched $36.6 billion in 2016, accounting for 51 per cent of overall digital advertising spending, according to IAB’s Internet Advertising Revenue Report. With VuLiv Player’s EyeVu data, marketers can analyse the creative lift of entertainment video piece that is been targeted to the consumer, predict and analyse their actual viewing pattern, understand where the customer’s attention is dropping or where they are most attentively watching in a video advertising session and create more relevant, compelling and gripping brand advertising content, saving almost 90 per cent marketing dollars and generate accurate conversions to the campaign.