"Measuring Audience Responses of Video Advertisements using Physiological Sensors,"

The selection of the audio track, the best timing to overlay the logo, and the overall duration, all these issues affect the effectiveness of immersive media. Since traditional methods to evaluate the user experience of potential consumers (e.g., surveys or eye tracking) have severe limitations, we used data gathered from physiological sensor to measure the viewers’ watching experiences. In this paper we report how we used our own Galvanic Skin Response (GSR) sensors to measure audience experience for the two different audio tracks of a commercial. Our results show that our GSR technology can play an important role for the advertisement community. In contrast with surveys, using GSR data relevant results can be obtained even with small number of participants, and the viewers’ experiences are more vividly visualized. This enables advertisers to, for example, be able to decide the proper length of a commercial.