This predicts the success or failure of a Youtube video


This predicts the success or failure of a Youtube video



Valencian researchers create a system that evaluates different neurophysiological variables of the spectators



    In the middle of last month, Youtube announced changes in its program of remuneration to users of its platform to attract brands again after several cases that have called into question the Google video website.

Now thousands of kilometers from Silicon Valley, specifically in Valencia, a group of researchers has developed a system capable of predicting the number of people who will see a video based on different neurophysiological variables.

    The work, which involved researchers from the Polytechnic University of Valencia (UPV) and the University of Valencia (UV), has been chosen by the Neuromarketing Science & Business Association (NMBSA) among the eleven best in the world of 2017 in the sector .

The first analysis comes with the study of the ads of the SuperBowl of 2016. The experts analyzed a total of nine announcements of which the audience of them was already known.

They analyzed different variables, from their brain response, to the variation of the heart rate or their visual attention in the content. For this, the researchers used a brain monitoring helmet, an electrocardiography equipment and an advanced eye tracking system, all of them very useful techniques in the field of "neuromarketing".

Through an algorithm based on artificial intelligence that receives as input the physiological responses of the subjects, the system predicts the audience classification that each announcement will have, establishing four levels of potential audience.

The findings of the study, published at the end of last year in the journal Frontiers in Psychology, point out that the more complex the cardiac signal of the spectator, or the more the rhythm of his heart varies, the greater the success of the announcement.

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