Unruly Pulse was released in beta today and uses more that 550,000 responses to show advertisers how consumers react to their spots.
The company, which was bought by News Corporation last year, said advertisers are failing to make people laugh, with "hilarity" one of the least common emotions worldwide displayed by people watching ads.
Brands can use the Unruly Pulse dashboard to analyse individual ads and look at their performance in a particular sector.
Unruly found that Android’s "friends furever" 2015 ad, which is the most shared ad of all time, made people feel four times as happy as the average ad.
The research from Unruly added: "Happiness is the most common emotion people felt while watching video content during the same period.
"It’s also the emotion most likely to ricochet around the world, making it perfect for sporting events like the Olympics and European Championships."