Understanding how consumers feel while watching an advertisement is key to predicting how they’ll behave. Facial expressions offer subtle but powerful clues about how an ad is received – and whether it will lead to interest, intent, or even a purchase. Recent scientific studies confirm what many in advertising have long suspected: analyzing facial expressions can help predict which ads work. FaceReader Online makes this process accessible, scientifically valid, and easy to apply. Without requiring data science expertise, it predicts purchase intent from video ads effectively.
Emotion as a Predictor of Purchase Intent
A 2023 study by Tzafilkou and colleagues put FaceReader Online to the test in a realistic, social media–style setting. Participants watched short video ads for various food products – like almond yogurt or nut butter – on platforms such as YouTube and Instagram. In the meantime, FaceReader Online measured their facial expressions in real time.
After viewing, participants reported their intent to buy or try the product. The researchers trained machine learning models to test whether the emotion data collected by FaceReader Online could predict that intent. The results were clear: the best-performing approach predicted purchase intent with up to 91% accuracy.
While the researchers applied a complex analysis method to validate their findings, the key takeaway is simple: facial expression data reflects meaningful signals of consumer intent. It shows that emotion analysis via FaceReader Online can help indicate whether an ad is likely to drive interest or action.
Emotions That Matter – Even Subtle Ones
Interestingly, emotions like sadness and surprise emerged as particularly important in predicting outcomes – especially in campaigns where overt emotional expressions were minimal. This highlights a key strength of FaceReader Online: its ability to detect subtle emotional shifts that may go unnoticed in traditional focus groups or surveys.
In many cases, emotional reactions to ads – especially on social media – are fast, nuanced, and subconscious. FaceReader Online captures those reactions as they happen, including brief or less obvious responses, and does so remotely through a standard webcam. This offers researchers an additional layer of insight that complements self-report data.
A Broader Pattern: FaceReader and Advertising
This isn’t the only publication that connects emotional facial responses to ad effectiveness. In a 2020 study by Tugba Aydogan, FaceReader was used to analyze facial expressions during exposure to short video commercials. The study found that positive facial responses – particularly happiness – were associated with higher ad likeability and stronger purchase intent. Participants who smiled during an ad were more likely to report that they liked the product and were interested in buying it.
Similarly, a widely cited publication by Lewinski et al. demonstrated that happiness detected by FaceReader predicted ad and brand attitude – particularly in amusing commercials. This kind of emotional insight offers a valuable way to assess the impact of video ads. Together, these findings reinforce the conclusion that facial expressions offer a reliable window into emotional impact and commercial success.
Scientifically Validated Emotion Analysis
FaceReader Online has been scientifically validated across a wide range of studies. Research shows that it performs on par with human observers in recognizing facial expressions. It even outperforms humans when classifying neutral faces, where bias often plays a role.
For advertising professionals, that means confidence in the emotional data collected. FaceReader Online offers a scientifically grounded, ready-to-use platform for emotion tracking. No complex setup or technical training is needed. Simply upload your ad, invite participants, and let the software do the work. Then use measements of engagement and emotional response to predict purchase intent.
Why It Matters
From A/B testing to campaign refinement, understanding the emotional impact of your ad content can make a real difference. With tools like FaceReader Online, advertisers can go beyond surveys to see how people truly react in the moment.
Whether you’re testing new campaigns, comparing formats, or exploring what drives consumer decisions, FaceReader Online offers an unbiased and scalable way to gain emotional and behavioral insights.
Ready to See How Your Audience Really Reacts?
Learn more about how FaceReader Online can support your next ad study – or start testing your own content today with a free trial.