The End of Poker Face?

Matthew Newcomb | 2 December 2014 | Sydney

Is it time to relegate the expression 'poker face' to the ash heap of history? Australia's Channel 7 investigates the power of the Realeyes technology and what it can do.


Emotion tracking has made Australian national news with Channel 7 picking up the story that Mumbrella, an ad-testing agency trialed our Live Emotion Testing – comparing people's emotional reaction to the David Jones and John Lewis Christmas ads whilst watching them live on their website. The technology interprets tiny facial movements of the face, collecting and aggregating emotion data as people watch. The emotion data is displayed to an online dashboard, enabling advertisers to see exactly how consumers feel live in the moment of watching their content. Viewers have to opt-in to emotional testing and their identity is completely secure. (Your webcam won't be turning on by itself while you happen to be watching YouTube videos in the bath, we promise.)

Better Advertising Experience

Live emotion tracking enables advertisers to drive better media efficiency by running with the most effective content and target audiences who respond the best. Consumers want to watch good content and resent poor advertising, but will share if it’s relevant and entertaining. Channel 7 featured such a clip when they took the technology to the streets using the Bear Grylls insect-scoffing video to see how people responded. The clip shows how people are entertained and engaged - despite simultaneously finding the content disgusting. 

So is it the end of poker faces?