This device was devised by the company Laboratory of Technology and Culture #add_lab, which gathers information about how users respond to publicity: the direction at which people view ads and the length of time they look at them, as well as the gestures
The SideView system works with artificial vision technology, using a camera that captures the presence of people in an environment, explains Álvaro Romero, one of the four partners who make up #ad_lab. The device does not record people but rather interacts with the public, recording their different reactions. This enables the system to generate useful statistics which can make the ad’s message more effective. With this invention, ad agencies and advertisers can know which products are better liked, which go unnoticed and what grabs the attention of possible clients. “It can also have other applications in the fields of culture management or business”, adds Romero.
#ad_lab began with the companies Prototec and Faccendo. The former was involved in technological development and the latter in culture management. Both firms had collaborated together on various projects. “One day we realized that there was a significant market niche to develop technological applications for the culture industry and, together with Juan José Giraldo and Antonio López (the other half of #ad_lab and managers of Prototec) we decided to try our luck”.
Since the Laboratory of Technology and Culture started up in May of 2009, they have developed a wide range of projects, including a sound map of Andalusia for which sensors were installed in different cultural spaces of that autonomous community.
This company from Seville has been awarded the Innova prize from the Forja XXI Foundation for the SideView device.
Source: Diario de Sevilla