Facial tracking technologies are used to analyze consumer behavior based on the recognition and interpretation of facial expressions. This method can be implemented before or during an advertising campaign to assess the message’s impact on the target audience. In preliminary testing, facial tracking is primarily used to evaluate the emotions expressed through facial expressions. Individuals’ reactions are recorded in a laboratory or via webcams for a sample of participants connected online.
When used in real time during a campaign, facial tracking makes it possible to monitor viewers’ attention to advertising content, segment the audience according to criteria such as age and gender, and potentially analyze emotional responses. This technology thus offers the possibility of measuring the impact of an advertisement in real time and adapting communication strategies accordingly. Outside the field of marketing, facial tracking can also be used to identify customers in physical stores using facial recognition.
Return to the glossary index