Boston’s Pongr gains Sightec

A new technology deal inked with Israeli startup Sightec has Hub-based 
Pongr thinking about the big picture.

The mobile photo marketing company said its "significant" acquisition of Sightec's super-resolution software will help Pongr pinpoint harder-to-find brands and products in photos consumers take across social networks, thereby offering advertisers more marketing opportunities.

"We think we've gotten really good at how to do direct response photo marketing for brands. This is about scaling it up and doing it through these other networks," Pongr CEO Jamie Thompson, 32, told the Herald. "We needed some robust technology in order to do that."

Thompson said Sightec's technology can improve image quality 10 times over typical image enhancement results, and detect people and objects within pictures regardless of whether they are in the foreground or background.

"If it's a birthday party, and you take a picture of your wife or loved one celebrating their birthday and there happens to be Mountain Dew on the table, we want to know that Mountain Dew is part of that birthday celebration," he said. "It's very, very hard to analyze billions and billions of photos looking for items, or objects, or things, or people that might be of interest to advertisers because consumers may not necessarily be tagging them."

Founded in 2008, Pongr asks consumers to use their mobile phone cameras to snap shots of outdoor billboards, bus stop advertisements, products and magazine pages in return for rewards that are messaged back to their phones. The company has previously done major promotional campaigns with brands like Pepsi, Mountain Dew and Frito-Lay.

The company will keep Sightec's scientific team in Tel Aviv for now, with plans to add more scientists and engineers in the Israeli city as part of the "all-stock deal," Thompson said.

Thompson added that Sightec's technology, when applied to the Pongr platform, has greater ability to match mobile and desktop ads with the contextual relevance of photos consumers take with their mobile devices and share across networks such as Facebook, Twitter, Instagram, Pinterest and Tumblr.

"As we stand now on the tip of the iceberg of a new era of user-generated visual content, we think visual content needs to be matched up better to how the Internet is monetized," he said. "If advertisers can't take advantage of this content, then the money they spend on ads is not as relevant as it could be."

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