From iris activity to viral marketing – The changing face of marketing

Cineviz project manager John Behnke looks into a camera mounted on his computer monitor. On the screen, his face appears, framed in a green square. Green means he’s engaging with the camera – in other words, he’s looking at it.

He glances away from the camera, and the outline around his screen face turns gray. Gray means he’s still present but just not engaging. This may not sound like the latest in techno-intelligence, but for marketers, it’s the answer to their prayers. If Behnke is your target audience and his camera is set up near your advertising message, you’ve just found out quite a bit about him as a viewer: You know how long he’s looked at your ad, his gender and age range, and at what point in your message you lost his interest. The magic is the result of “video analytic technology.” But don’t let its name scare you. All it means is electronically checking out who looks at your ads.

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