Cycling retailer Wiggle uses facial recognition to optimise video content

Cycling equipment e-tailer Wiggle is set to make its online ads smarter with the use of facial recognition software to optimise its content towards audiences who are responding favourably to an ad.

The software, called eIQ by video distribution platfrom Virool, works by measuring engagement through facial micro expressions. Once the video advertising is live, users are prompted to participate using their own web cams, where the advert can be viewed across multiple devices.

It then measures the viewer’s emotional reactions to Wiggle's messaging and creative resonance by tracking key emotions such as joy, disgust, anger and surprise.

These emotions are then overlaid against Virool’s data management platform (DMP) that provides demographic and behavioural targeting for increased optimisation.The software will also enable Wiggle to tweak the creative during the campaign to make it more engaging.

Rachel Moffatt, marketing director at Wiggle, commented: "We are really excited by the opportunity to understand our customers’ genuine reactions to our ad in real-time and to be able to take immediate action based on that data. This coupled with Virool’s ability to deliver scale to our audience means we can achieve a deeper level of insight whilst delivering our business objectives.

Retained independent agency Total Media will oversee the campaign that runs from tomorrow (3 June) until 25 June, and will also handle the media activity for VOD and video amplification, TV, press, digital display, mobile and social activation, as part of Wiggle’s awareness generation campaign.

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