Research & Innovation Services

University Awarded Over €9 million of European Funding

The University has been awarded over 9 million euros of funding from Horizon 2020, the European Commission’s Research and Innovation funding programme, providing new opportunities for industry.

Funding which Bath is part of includes an Optintegral project, totalling €5,675,337, which was launched to develop advanced LED advertising displays. The three year project will produce a revolutionary optical design concept that brings better display resolution, lower costs and energy saving.

The aim of Optintegral, awarded to Dr Robert Heath and Dr Haiming Hang in Management, is to prove the viability of the technology, and demonstrate the flexibility, sustainability, and cost effectiveness of this revolutionary manufacturing process. This should enable a wide range of diverse LED display products to be manufactured competitively within the EU labour market.

Optintegral will initially develop three different large area display prototypes - 3D glasses-free, lightpipe and backlit - for retail, transportation and hospitality sectors. These prototype displays will be manufactured and demonstrated by three European SME, and will be evaluated using recent developments in neuroscience.

In addition, three current LED Display Manufacturers in the EU will enlarge their portfolio to set up pilot manufacturing lines and co-develop demonstrators adapted to their customers’ needs.

Dr Robert Heath, says: “The Optintegral Project is an exciting opportunity to be in at the creation of an entirely new visual media experience, with potential applications in many different areas of advertising and communication. In order to measure the effectiveness of these new displays we need therefore to tap into the way the brain is responding when watching them in a real-life context.

“University of Bath hopes to do this by using state-of-the art mobile measurement tools such as eye-tracking, electroencephalography, and biorhythmic measurement. These allow us literally to ‘get inside the mind of the viewer and measure what is being experienced on both a literal and a visceral level. This may well also enable us to open up a whole new area of visual evaluation.”

The consortium comprises nine European partners from 5 European countries.

Liceth Rebolledo,European Projects Manager at ASCAMM Technology Centre in Spain, says: “The University of BATH has been invited to be part of Optintegral consortiums due to its large and proven expertise in understanding and evaluating emotional influence in advertising. The Optintegral Product requires high specialist knowledge of how advertising works in order to optimise its use”.

For information on European funding with industry please contact:

Dr Caroline Ang
European Research Development Manager
Email C.W.Ang@bath.ac.uk  
Tel: +44 (0)1225 38 3184
 eu