Inspiration
We were inspired by the overwhelming number of ads people see every day and the need for businesses to understand if their ads are truly effective in capturing attention.
What it does
Our solution tracks where users look, their emotions, and age while viewing ads, providing businesses with valuable insights to determine if their ads engage or distract.
How we built it
To ensure accurate tracking of user attention, we used an eye-tracking camera that precisely detects where a user is looking on the screen. This allows us to capture not just the first point of focus, but also any shifts in gaze during ad viewing. To enhance the data’s value, we incorporated deep learning models to analyze user emotions and estimate their age based on facial expressions. This combination of technologies provides a holistic understanding of user engagement with ads. By processing these insights in real-time, our system delivers actionable data to businesses to help refine their ad designs and optimize viewer experience.
Challenges we ran into
Some challenges included ensuring accurate gaze tracking in varied environments and capturing emotional data in a way that’s both reliable and scalable.
Accomplishments that we're proud of
We successfully developed a solution that provides actionable insights for businesses, helping them optimize their ad designs and improve viewer engagement.
What we learned
We learned how powerful attention and emotional data can be in shaping marketing strategies, and the importance of quick, real-time analysis for ad effectiveness.
What's next for Incyte
We plan to enhance our tracking algorithms, expand to new platforms and make it multimodal for videos, audio and other forms of ads, and integrate more advanced emotion recognition capabilities to further refine the data we provide to businesses.
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