Will Grow “The Google of Emotions” in North America
New York – Realeyes, an emotional analytics platform that measures how people feel while they view branded video content, has named Bill Jaris its first President of North America. Mr. Jaris will be based in New York, reporting to Realeyes CEO Mihkel Jäätma who is based in London, and will focus on accelerating the company’s growth in the North American market.
Realeyes video analytics are facilitated through regular web/mobile cameras to selected viewers who have explicitly consented to share their responses. Emotions are analyzed in real-time to provide brands rich data around six basic emotions and physiological measures like attention and heart rate. Realeyes’ platform is used by research entities like Ipsos and media platforms like AOL to make profitable marketing decisions for more than 80 of Fortune’s 500 brands.
“Bill is one of the most accomplished digital analytics and advertising technology professionals in the whole industry with 20+ years of unparalleled experience in scaling up analytics start-ups across traditional and online media and within mobile technologies,” says Mr. Jäätma. ” We are very pleased to have him lead our efforts in the U.S. and beyond.”
Mr. Jaris comes to Realeyes from Nielsen where he had been Director of Sales – Digital Platforms and Networks for a year. Before that, he was Senior Vice President Sales at Vizu, the advertising effectiveness measurement and data platforms which Nielsen acquired in 2012. Earlier in his career, Mr. Jaris was New Business Development Director at Acerno Inc, the predictive marketing and e-commerce database company; Vice President and Director of Business Development at TACODA, the behavioral targeting company acquired by AOL; and Executive Vice President and founding member for @plan Inc, the pioneering internet market research company acquired by DoubleClick.
Before entering the digital realm, Mr. Jaris was in advertising sales with Time Inc., Times-Mirror and the Hearst Corporation. He is a graduate of Holy Cross College.
“Emotion measurement solves a key problem in advertising research by providing true subconscious feedback. More than 90% of human behavior and decision making is driven by the subconscious; yet the vast majority of current research and feedback is based on conscious self-reporting. This massive imbalance is resolved by recording true emotions via webcams rather than having audience self-report with surveys,” says Mr. Jaris. “Realeyes is at the forefront of using web and mobile technology to gauge how audience really reacts to video advertising.”
Realeyes‘ (www.realeyesit.com) fully automated facial coding platform measures facial expressions of volunteer test panels to quantify their emotional reactions to video content. Using standard web and mobile cameras, Realeyes provides access to tens of millions of people across the globe giving brands and measurement companies vast samples to test the impact of their creative. Subconscious reactions are then analyzed in real-time to provide rich data around six basic emotions and performance criteria such as attraction, retention, engagement and impact. Actionable marketing decisions are delivered to clients in less than 48 hours. Realeyes’ analytics platform has already been used by major research firms like Nielsen, Ipsos and Toluna to improve ad campaigns dozens of brands.
Based in London with an R&D team in Budapest and sales offices in New York and Boston, Realeyes is backed by $7.3 million in funding from Entrepreneurs Fund and SmartCap.