Icon Multimedia surprises at Total Media with its neuromarketing concept

Perhaps one of the presentations that is raising the most interest in Total Media is being carried out by Icon Multimedia. Together with the Department of Evolutionary Psychology of the University of Salamanca, this company has developed a neuromarketing system capable of measuring, through a galvanic reaction in the hands, a user's emotion or attention to visual stimuli such as series, movies or spots.

Icon Multimedia is a company dedicated to the design and installation of multimedia services, such as signage and public information systems, interactive information points and shift or room management mechanisms. Perhaps one of the presentations that is raising the most interest in Total Media is being carried out by this company, which together with the Department of Evolutionary Psychology of the University of Salamanca, has developed a neuromarketing system.

This system is based on several electrodes connected to the fingers of the participants in a study (up to 36 simultaneous) that record the electrical activity of the skin (galvanic response) while viewing a projection that alternates neutral images with others that can generate an empathic reaction.

The measurement result with this technology generates two graphs. In the upper one, the average degree of reaction or attention of the group is indicated, while the lower one shows the specific reactions to certain stimuli.

When the first graph is flat or falling and no peaks appear on the bottom graph, the subjects in the group are clearly bored. The peaks in the lower one indicate the moments of greatest activation.

This technology can be used by content producers (to check its real effectiveness before launching a campaign), leadership schools (to check an individual's ability to transmit), networks and program producers (for pilot program studies) or debate analysis (see video example) or market research companies (applicable not only to audiovisual content but also to packaging and other areas), among others.

[youtube]http://www.youtube.com/watch?v=b1s7-XP05Fw[/youtube]

Deneva Four

In terms of digital signage, the Icon stand highlights Deneva Cuatro, the latest version of this scalable and open content management and distribution platform. Among other novelties, it highlights its new completely renewed multi-language graphical web interface, its multi-user, multi-profile and multi-company capacity, advanced management and segmentation based on Metadata, and content distribution based on P2P with full control of downloads.

Deneva Cuatro is a multi-channel platform that can manage screens, touch totems, LED panels, public address systems, piped music, and Bluetooth. The system also allows aggregation/syndication with RSS and external data feeds as well as the use of smartObjects for intelligent content creation.

The new version also has an alarm center updated in real time, being able to manage thousands of screens in hundreds of locations, customizing, for example, advertising messages.