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  6. Topics Mentioned


  1. The New Science of Viral Ads | 5 Big Problems Online Advertisers Face

    hbr.org (Feb 16 2012) Advertising , Content Marketing

    1. It’s the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal what viewers are feeling. These technologies make it possible to isolate elements that cause people to stop watching and to find ones that keep them engaged. In addition, they ...

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