‘Branded webseries’. Acciones estratégicas del anunciante basadas en la ficción ‘online’ corporativa y el ‘marketing’ de contenidos

Desde antaño, anunciantes y marcas se han adherido a los contenidos audiovisuales, televisivos y cinematográficos, a través del patrocinio de producción, emplazamiento publicitario y bartering. Se trata de una estrategia básicamente accesible a presupuestos prominentes. Pero los cambios en la comunicación y la democratización de la creación y difusión de contenidos han abierto esta táctica al resto de anunciantes cuyas partidas publicitarias tratan de unir valores de marca y entretenimiento a través de las branded webseries. Se presenta un estudio de carácter exploratorio sobre la creación, difusión, promoción, recepción y socialización de webseries, historias de marcas basadas en la ficción y en el uso de Internet. Desde la triangulación metodológica, se aborda el estudio del caso de Risi y las tres temporadas de la webserie ¿Por qué esperar? mediante las entrevistas en profundidad con sus creadores, el análisis descriptivo de estas, así como el análisis cuantitativo de la audiencia y sus interacciones. Los resultados comparativos permiten describir el uso de la creatividad, los personajes famosos afines al público objetivo y el efecto generado por este tipo de historias generadoras de engagement.

Evaluation of online tools as didactic resource in the university education

Recently, many efforts have been made in the academic world to adapt the new degrees to the new European Higher Education Area (EHEA). New technologies have been the most important factor to carry out this adaptation. In particular, the tools 2.0 have been spreading quickly, not just the Web 2.0, but even in all the educational levels. Nevertheless, it is now necessary to evaluate whether all these efforts and all the changes, carried out in order to obtain improved academic performance among students, have provided good results. Therefore, the aim of this paper is focused on studying the impact of the implementation of information and communication technologies (ICTs) in a subject belonging to a Master from the University of Alicante in the academic year (2010-2011). In special, it is an elective course called "Advanced Visual Ergonomics" from the Master of Clinical Optometry and Vision. The methodology used to teach this course differs from the traditional one in many respects. For example, one of the resources used for the development of this course is a blog developed specifically to coordinate a series of virtual works, whose purpose is that the student goes into specific aspects of the current topic. Next, the student participates in an active role by writing a personal assessment on the blog. However, in the course planning, there is an attendance to lessons, where the teacher presents certain issues in a more traditional way, that is, with a lecture supported with audiovisual materials, such as materials generated in powerpoint. To evaluate the quality of the results achieved with this methodology, in this work the personal assessment of the students, who have completed this course during this academic year, are collected. In particular, we want to know their opinion about the used resources, as well as the followed methodology. The tool used to collect this information was a questionnaire. This questionnaire evaluates different aspects of the course: a general opinion, quality of the received information, satisfaction about the followed methodology and the student´s critical awareness. The design of this questionnaire is very important to get conclusive information about the methodology followed in the course. The questionnaire has to have an adequate number of questions; whether it has many questions, it might be boring for the student who would pay no enough attention. The questions should be well-written, with a clear structure and message, to avoid confusion and an ambiguity. The questions should be objectives, without any suggestion for a desired answer. In addition, the questionnaire should be interesting to encourage the student´ s interest. In conclusion, this questionnaire developed for this subject provided good information to evaluate whether the methodology was a useful tool to teach "Advanced Visual Ergonomics". Furthermore, the student´s opinion collected by this questionnaire might be very helpful to improve this didactic resource.

A new algorithm to accelerate harmonic analysis of time series

The Lomb periodogram has been traditionally a tool that allows us to elucidate if a frequency turns out to be important for explaining the behaviour of a given time series. Many linear and nonlinear reiterative harmonic processes that are used for studying the spectral content of a time series take into account this periodogram in order to avoid including spurious frequencies in their models due to the leakage problem of energy from one frequency to others. However, the estimation of the periodogram requires long computation time that makes the harmonic analysis slower when we deal with certain time series. Here we propose an algorithm that accelerates the extraction of the most remarkable frequencies from the periodogram, avoiding its whole estimation of the harmonic process at each iteration. This algorithm allows the user to perform a specific analysis of a given scalar time series. As a result, we obtain a functional model made of (1) a trend component, (2) a linear combination of Fourier terms, and (3) the so-called mixed secular terms by reducing the computation time of the estimation of the periodogram.

EnvironmentalWaveletTool: Continuous and discrete wavelet analysis and filtering for environmental time series

A MATLAB-based computer code has been developed for the simultaneous wavelet analysis and filtering of several environmental time series, particularly focused on the analyses of cave monitoring data. The continuous wavelet transform, the discrete wavelet transform and the discrete wavelet packet transform have been implemented to provide a fast and precise time–period examination of the time series at different period bands. Moreover, statistic methods to examine the relation between two signals have been included. Finally, the entropy of curves and splines based methods have also been developed for segmenting and modeling the analyzed time series. All these methods together provide a user-friendly and fast program for the environmental signal analysis, with useful, practical and understandable results.

Detection and mapping of burnt areas from time series of MODIS-derived NDVI data in a Mediterranean region

Moderate resolution remote sensing data, as provided by MODIS, can be used to detect and map active or past wildfires from daily records of suitable combinations of reflectance bands. The objective of the present work was to develop and test simple algorithms and variations for automatic or semiautomatic detection of burnt areas from time series data of MODIS biweekly vegetation indices for a Mediterranean region. MODIS-derived NDVI 250m time series data for the Valencia region, East Spain, were subjected to a two-step process for the detection of candidate burnt areas, and the results compared with available fire event records from the Valencia Regional Government. For each pixel and date in the data series, a model was fitted to both the previous and posterior time series data. Combining drops between two consecutive points and 1-year average drops, we used discrepancies or jumps between the pre and post models to identify seed pixels, and then delimitated fire scars for each potential wildfire using an extension algorithm from the seed pixels. The resulting maps of the detected burnt areas showed a very good agreement with the perimeters registered in the database of fire records used as reference. Overall accuracies and indices of agreement were very high, and omission and commission errors were similar or lower than in previous studies that used automatic or semiautomatic fire scar detection based on remote sensing. This supports the effectiveness of the method for detecting and mapping burnt areas in the Mediterranean region.

Estimation of Key Dates and Stages in Rice Crops Using Dual-Polarization SAR Time Series and a Particle Filtering Approach

Information of crop phenology is essential for evaluating crop productivity. In a previous work, we determined phenological stages with remote sensing data using a dynamic system framework and an extended Kalman filter (EKF) approach. In this paper, we demonstrate that the particle filter is a more reliable method to infer any phenological stage compared to the EKF. The improvements achieved with this approach are discussed. In addition, this methodology enables the estimation of key cultivation dates, thus providing a practical product for many applications. The dates of some important stages, as the sowing date and the day when the crop reaches the panicle initiation stage, have been chosen to show the potential of this technique.

Contribution to Real-Time Estimation of Crop Phenological States in a Dynamical Framework Based on NDVI Time Series: Data Fusion With SAR and Temperature

In this study, a methodology based in a dynamical framework is proposed to incorporate additional sources of information to normalized difference vegetation index (NDVI) time series of agricultural observations for a phenological state estimation application. The proposed implementation is based on the particle filter (PF) scheme that is able to integrate multiple sources of data. Moreover, the dynamics-led design is able to conduct real-time (online) estimations, i.e., without requiring to wait until the end of the campaign. The evaluation of the algorithm is performed by estimating the phenological states over a set of rice fields in Seville (SW, Spain). A Landsat-5/7 NDVI series of images is complemented with two distinct sources of information: SAR images from the TerraSAR-X satellite and air temperature information from a ground-based station. An improvement in the overall estimation accuracy is obtained, especially when the time series of NDVI data is incomplete. Evaluations on the sensitivity to different development intervals and on the mitigation of discontinuities of the time series are also addressed in this work, demonstrating the benefits of this data fusion approach based on the dynamic systems.