Icon Multimedia goes to Total Media with the latest version of its content and advertising management platform Deneva 4.

The main novelty of the Deneva system 4 what Icon Multimedia presents on Total Media 2011 focuses on the possibility of offering selective or à la carte advertising. Besides, the union of 'Deneva 4', along with an audience measurement system and another interactive, allow advertising impacts to be measured in real time, as well as distinguishing the age and sex of the recipient and the time spent both within the premises in which the device is located, like in front of the screen. Another of the new features that Icon Multimedia presents in Total Media is AVA (Airport Virtual Assistant), a system of “virtual stewardess” that informs airport users of the status of their flight, your boarding gate or the shortest way to get there. This system is already working in T4 of Madrid-Barajas and in the airports of Bilbao and Seville. Icon has a similar system for bus and train stations under the name Sicombus and Sicomtrain. Neuromarketing Neuromarketing is the application of techniques from the world of neuroscience to the field of marketing., studying the effects that advertising and other communication actions have on the human brain with the intention of being able to predict consumer behavior. It is about, therefore, a specialized type of marketing research that uses biometric measurements (brain activity, heart rate, galvanic skin response…) of the subjects studied to obtain conclusions. Marketing aims to know in advance what exists in the consumer's mind., and has to date used techniques and tools based on social sciences, such as questionnaires, interviews, polls and more, always subject to interpretation. Neuromarketing aims to overcome the limitations of the classical model and focus on external manifestations instead of interpretations of these external manifestations., from an organic point of view. In this context, Icon has a very interesting solution: Sociograph, a tool that allows you to investigate and analyze the behavior of attention and emotion in groups of subjects, and which has been designed together with the University of Salamanca. Its foundation is the measurement using individual sensors connected to the hand of each subject that forms the Electrodermal Activity Study Group. (EDA), in their joint processing and in real time, from a time series analysis model. Its main features are:

  • It is a new work methodology that records the electrodermal activity of the group (EDAg).
  • It is a good procedure for measuring group electrodermal activity..
  • Allows a quantitative and objective analysis of the group's activity, in their manifestations of group attention (arousal) and emotional reactions.
  • Enables the approach to phenomena that have not been observed until now or that are difficult to quantify.
  • Information is obtained in real time, which allows immediate control of the group's operation..
  • It allows us to empirically investigate situations of “group interaction” and its applications from specific interpersonal interactions to intra and intergroup interactions, and its underlying processes.
  • It can be framed within the “Social Neurosciences”, as a somatic marker to explain social behavior from an interdisciplinary framework.
  • Allows psychophysiological and digitized recording in real time, produced by the interaction between members of a group (N=16)(Martínez, et al., 2005).

The applications of this solution are very varied to measure the response to political messages, advertising stimuli or new television formats.

By, 29 Sep, 2011, Section: Dynamic advertising

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