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Dive aims to transform the television market with two new products

13/09/2017

Dive aims to transform the television market with two new products Lanza dos soluciones empresariales, Dive Experience Amplifier y Dive Ad Resonance, y trabaja en acuerdos internacionales que le permitan llevar su tecnolog a a m s de 100 millones de espectadores en todo el mundo.

El mercado publicitario est agitado. Recientemente un informe encargado por ProSiebenSat.1, el conglomerado audiovisual alem n, planteaba un escenario donde los ingresos publicitarios descend an en el tercer trimestre y lo que queda de a o, debido a la ca da del gasto publicitario de parte de sus clientes.

Ante esta situaci n, la industria publicitaria se enfrenta al inminente reto de volver a enamorar a unos actores que parecen desencantados. En este contexto y con el objetivo de ofrecer soluciones al mercado que permitan potenciar tanto la experiencia del espectador como el rendimiento de la inversi n publicitaria en televisi n, Dive -la plataforma de inteligencia artificial que contextualiza contenido de televisi n- lanza dos nuevos productos: Dive Experience Amplifier y Dive Ad Resonance.

Dive Experience Amplifier permite a cualquier plataforma de televisi n dar a sus espectadores la posibilidad de interactuar en tiempo real con los elementos que aparecen en pantalla e incluso comprar productos a trav s del propio soporte. Por su parte, Dive Ad Resonance es una soluci n indicada para marcas, agencias de publicidad y cadenas de televisi n para que conozcan con exactitud los intereses y preferencias de la audiencia en televisi n con el fin de servir anuncios relevantes basados en los intereses de los espectadores.

Los mercados son conversaciones, como ya apuntaba hace casi 20 a os el Manifiesto Cluetrain, y en el mbito de la televisi n, establecer una conversaci n de inter s con el espectador a trav s de un conocimiento exhaustivo de qui n est detr s de la pantalla -como sucede en Internet- es crucial para convertirlo en usuario y cliente potencial , comenta Jos Luis Fl rez, CEO y cofundador de Dive. Con nuestras nuevas soluciones empresariales, Dive Experience Amplifier y Dive Ad Resonance, ponemos a la industria publicitaria de TV al borde de una nueva era, permiti ndoles aumentar significativamente el conocimiento sobre los espectadores y el valor de su inventario publicitario .

La compa a, que est en negociaciones con grandes grupos de comunicaci n internacionales, tiene previsto cerrar pr ximamente acuerdos para implementar estos productos y dar servicio a m s de 100 millones de espectadores en todo el mundo.

Dive Experience Amplifier

Esta soluci n, que puede integrarse en cualquier plataforma de televisi n y aplicaciones de usuario final, proporciona acceso interactivo y en tiempo real a los m s de un mill n de elementos de inter s que aparecen en las escenas de m s de 4.000 series y pel culas que Dive tiene catalogadas hasta el momento. Dive Experience Amplifier da respuesta a todas las curiosidades que surgen al espectador cuando est viendo una pel cula o serie. Qui n es ese actor? d nde est esa playa? Qu canci n est sonando? Qu vestido lleva la actriz y d nde podr a comprar uno igual?

La plataforma tiene informaci n a nivel de escena sobre m s de 20 categor as distintas: actores, personajes, localizaciones, moda, tecnolog a, autom viles, curiosidades etc. Para obtener m s informaci n s lo es necesario pulsar en cualquiera de ellas. Dive conecta los elementos de inter s identificados escena a escena con recomendaciones personalizadas de productos comprables y banners publicitarios. Actualmente, Dive Experience Amplifier da acceso directo a m s de 200.000 productos que pueden comprarse directamente a trav s de la propia plataforma.

Dive Ad Resonance

Esta soluci n proporciona datos del contexto en pantalla y de c mo los espectadores interact an con l, permitiendo conocer el comportamiento de la audiencia de la misma manera que lo hace Google o Facebook con sus usuarios. A trav s de la trazabilidad de los intereses de la audiencia en televisi n el objetivo es dotar a marcas, agencias y las propias cadenas de un nuevo valor: ser capaces de conocer las preferencias de la audiencia para servir publicidad personalizada en base a esos criterios.

Con Dive Ad Resonance, una marca de autom viles puede, por ejemplo, saber cu ndo y cu ntas veces va a aparecer un veh culo de su marca en las diferentes escenas de una pel cula o de una serie, dentro de la programaci n de cualquier cadena de televisi n lineal. De este modo, conoce el contexto perfecto en el que poder servir un anuncio pertinente a la audiencia, pudiendo incluso ajustarlo de forma que sea especialmente relevante para el momento preciso de la escena en la que se va a mostrar.

La plataforma est indicada para que marcas, anunciantes y agencias puedan incrementar el retorno de inversi n de sus campa as de publicidad y los propietarios de medios y canales de televisi n maximicen el valor del inventario publicitario.

La plataforma Dive est basada en tecnolog as avanzadas de inteligencia artificial, machine learning y computer vision, que permiten etiquetar autom ticamente los elementos de inter s de la pantalla, as como buscar en cat logos comerciales y recomendar productos similares para mostrarlos directamente al espectador.
LINK: http://www.panoramaaudiovisual.com/en/2017/09/13/dive-pretende-transfo...
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