AIDO develops a pioneering concept in interactive advertising

The AIDO Technological Institute is working on a project on interactive advertising that allows obtaining information and purchasing in real time any garment or product that the viewer sees. Its intelligent system allows for an object tracking process using image processing techniques that manages the “hot” points of the image as well as all the interactive information.

Know with the push of a button the price of the sunglasses that Robert Thomas Pattinson wears in Dusk, obtain information about the model of the shoes that have made Sarah Jessica Parker so popular in the series Sex in New York or find out where to buy the computer that Mark Zuckerberg uses in La Red Social, are just some examples of what interactive advertising will soon allow us.

This is a pioneering R&D&i project in Spain financed by the Plan Avanza of the Ministry of Industry, Tourism and Commerce and the Regional Development Funds of the European Union (ERDF) that will increase the possibilities of advertising in television productions through the use of digital technologies and image processing.

This initiative developed by a consortium of companies and research centers formed by AIDO, Era Integral, Labhuman and SaiWireless allows you to select any object that appears in a television production and interact with it to obtain more information or even buy it.

With the arrival of new technologies, the traditional advertising model focused on the general public has become obsolete, so it is essential to look for new formulas that provide notoriety to products. Now, advertisers tend to take advantage of the increasing fragmentation of audiences to direct their message to a very specific audience. Furthermore, the market is increasingly demanding alternatives to tedious zapping or the hackneyed placement advertising that the Truman Show movie portrayed so well and that lacks added value by not providing more information than the brand.

This project, called iPublicity, opens the doors to a new concept of television advertising, since now it is the consumer who chooses what interests him, what product he wants to know about and, in addition, he has the tools to request that information himself. With this revolutionary system, a business opportunity opens up for audiovisual production companies, such as radio broadcasters and advertising agencies, while at the same time it represents a new sales channel for advertisers. iPublicity aims to take advantage of technological advances applied to DTT, to approximate the advertising consumption system existing on the Internet. In terms of audiovisual production, this novel and interactive method allows us to have an intelligent system to carry out an object tracking process using image processing techniques, giving post-production technicians an advanced tool to manage the “hot” points of the image as well as all the interactive content information to which they will respond.

The IPadvertising platform (which applies to digital terrestrial television governed by the DVB-T standard and mobile television defined in the DVB-H standard) is composed of semi-automatic tools so that the producer or broadcaster can track objects, an automatic system for the generation of data applications and multiplex management, and a system for handling user requests via return channel.