Industrial research and development work on the development of an innovative IT system capable of dynamically aligning the advertising messages to the audience in near real time on the basis of a study by the audience of DooH advertising campaign. (Q107926): Difference between revisions

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(‎Removed claim: summary (P836): The project concerns the development of an innovative technology enabling the dynamic matching of the message to the audience in close to real time on the basis of a study on the audience of the DOOOH campaign. The scope of research activities shall include: The development of a method of behavioural analysis of persons in the vicinity of advertising media with a view, for example, to their interests, age, sex, etc.; The development of algorit...)
Property / summary
The project concerns the development of an innovative technology enabling the dynamic matching of the message to the audience in close to real time on the basis of a study on the audience of the DOOOH campaign. The scope of research activities shall include: The development of a method of behavioural analysis of persons in the vicinity of advertising media with a view, for example, to their interests, age, sex, etc.; The development of algorithms that process data simultaneously from multiple sources; — the creation of the profiles of persons within the LED/LCD coverage and the assignment to the recipient (s); — optimising integrated modules to operate in near-real time; — the development of a self-learning digital advertisement for DooH Audience Tool. The prototype developed by ENOVIO will represent a technological change in the global digital advertising market in the global digital market by providing an audience survey close to real time. Once commercialised, the product manufactured on the basis of the R & D prototype will be installed on digital signage media (LED/LCD screens) in urban areas (including on the streets, shopping galleries, means of urban transport, urban furniture) and will allow for the continuous monitoring, analysis and targeting of the persons nearby. The new technology will make it possible to investigate the audience of the messages in the media. The data collected (number of persons, their age and gender, number of spots per advertisement, average residence time near the screen) will be sent to the main server for analysis and calculation of the audience profile. The system will then make the matching and targeting of the transmission to the defined recipient. An innovative system will enable the high personalisation of marketing communications, but also for example information about social actions (e.g. the identification of a group of women at the age of 50 + and the presentation of information about the free mammography screening, anti-baby immunisation, etc.) (English)
 
Property / summary: The project concerns the development of an innovative technology enabling the dynamic matching of the message to the audience in close to real time on the basis of a study on the audience of the DOOOH campaign. The scope of research activities shall include: The development of a method of behavioural analysis of persons in the vicinity of advertising media with a view, for example, to their interests, age, sex, etc.; The development of algorithms that process data simultaneously from multiple sources; — the creation of the profiles of persons within the LED/LCD coverage and the assignment to the recipient (s); — optimising integrated modules to operate in near-real time; — the development of a self-learning digital advertisement for DooH Audience Tool. The prototype developed by ENOVIO will represent a technological change in the global digital advertising market in the global digital market by providing an audience survey close to real time. Once commercialised, the product manufactured on the basis of the R & D prototype will be installed on digital signage media (LED/LCD screens) in urban areas (including on the streets, shopping galleries, means of urban transport, urban furniture) and will allow for the continuous monitoring, analysis and targeting of the persons nearby. The new technology will make it possible to investigate the audience of the messages in the media. The data collected (number of persons, their age and gender, number of spots per advertisement, average residence time near the screen) will be sent to the main server for analysis and calculation of the audience profile. The system will then make the matching and targeting of the transmission to the defined recipient. An innovative system will enable the high personalisation of marketing communications, but also for example information about social actions (e.g. the identification of a group of women at the age of 50 + and the presentation of information about the free mammography screening, anti-baby immunisation, etc.) (English) / rank
Normal rank
 

Revision as of 17:16, 17 October 2020

Project in Poland financed by DG Regio
Language Label Description Also known as
English
Industrial research and development work on the development of an innovative IT system capable of dynamically aligning the advertising messages to the audience in near real time on the basis of a study by the audience of DooH advertising campaign.
Project in Poland financed by DG Regio

    Statements

    country
    Poland
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    EU contribution
    1,169,671.03 zloty
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    280,721.05 Euro
    exchange rate to Euro
    0.24 Euro
    point in time
    13 January 2020
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    budget
    1,582,987.64 zloty
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    379,917.03 Euro
    exchange rate to Euro
    0.24 Euro
    point in time
    13 January 2020
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    co-financing rate
    73.89 percent
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    start time
    3 October 2016
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    end time
    30 September 2018
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    beneficiary name (string)
    ENOVIO SP. Z O.O.
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    beneficiary
    Q2510892
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    coordinate location

    52°14'1.3"N, 21°4'17.0"E
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    summary
    Projekt dotyczy opracowania nowatorskiej technologii umożliwiającej dynamiczne dopasowanie przekazu do widowni w czasie zbliżonym do rzeczywistego na podstawie badania odbiorców kampanii DOOH (digital out of home). Zakres prac badawczych obejmuje: - opracowanie metody analizy behawioralnej osób znajdujących się w pobliżu nośników reklamowych pod kątem np. ich zainteresowań, wieku, płci itp.; - opracowanie algorytmów przetwarzających dane równocześnie z wielu źródeł; - tworzenie profili osób w zasięgu ekranów LED/LCD i przypisanie do odbiorcy/ów; - optymalizacja zintegrowanych modułów do działania w czasie zbliżonym do rzeczywistego; -opracowanie samouczącego się nośnika cyfrowej reklamy zewnętrznej DOOH Audience Tool. Prototyp opracowany przez Spółkę ENOVIO będzie stanowił przełom technologiczny na globalnym rynku cyfrowej reklamy zewnętrznej, oferując badanie widowni przeprowadzone w czasie zbliżonym do rzeczywistego. Po komercjalizacji, produkt wytworzony na bazie opracowanego w toku B+R prototypu będzie montowany na nośnikach digital signage (ekrany LED/LCD) w przestrzeni miejskiej (m.in. na ulicach, w galeriach handlowych, środkach komunikacji miejskiej, meblach miejskich) i pozwoli na ciągły monitoring, analizowanie i targetowanie osób znajdujących się w pobliżu. Nowa technologia umożliwi badanie odbiorców komunikatów, znajdujących się w zasięgu przekazu. Zebrane dane (liczba osób, ich wiek oraz płeć, liczba spojrzeń na reklamę, średni czas przebywania w pobliżu ekranu), będą wysyłane do głównego serwera w celu analizy i obliczenia profilu widowni. Następnie system będzie dokonywał dopasowania i targetowania odpowiednio pasującego przekazu do zdefiniowanego odbiorcy. Nowatorski system umożliwi wysoką personalizację komunikatów marketingowych, ale również np. informacji o akcjach społecznych (np. wykrycie grupy kobiet w wieku 50+ i wyświetlenie informacji o akcji bezpłatnych badań mammograficznych, szczepieniach przeciw pneumokokom dla dzieci, itp.) (Polish)
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    Identifiers

    Polish Kohesio ID
    RPMA.01.02.00-14-5765/16
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