When we see an ad on our mobile screens, we might raise our left eyebrow or draw a small smile, even though we think we remain impassive. These unconscious expressions are what Feeder wants to analyze for its clients, who are those who run advertising campaigns.
This startup created in Barcelona participates in 4 Years From Now (4Y4N), which starts this Monday in the same space as the Mobile World Congress (MWC). At this event, it will present the algorithm it has devised, which serves to process feelings such as joy, anger, fear, contempt, calm, disgust, surprise, or sadness through facial recognition.
The information it detects will be interpreted to assess how effective the ad is being, scoring the attention, approval, surprise, displeasure, or rejection it has generated. It may seem like a chapter of Black Mirror, but one of the application's founders, Pablo Filomeno, assures that all captured information will be completely anonymous.
What do you gain by downloading this application? Discounts. Filomeno indicates that companies that post advertising on Feeder will have to offer promotions to users whose facial reactions they analyze. For now, Feeder has been tested with about 20 clients, including marketing agencies, influencers, and brands, to perfect its operation before its imminent launch. With an initial investment of 30,000 euros, the app expects to close a round of 150,000 euros.
Currently, Feeder's staff consists of about six employees, in addition to the two founders, Filomeno and Mauro Gadaleta. With the 150,000 euros they expect to obtain from the round, they want to hire more staff. The revenue forecast for this 2021 is almost 40,000 euros, reaching 50 clients.