As technology evolves in today’s competitive marketplace, advertisers are faced with increasingly diverse options when it comes to getting their message in front of consumers. At the same time, traditional advertising media such as television, radio, and print are becoming less effective in capturing the attention of consumers. Advertisers, then, are looking for more innovative ways to get their message across. In many cases, that means using some form of digital advertising outside of the home.
As a robust technology, digital signage can deliver multiple rich media messages on scheduled minute-by-minute, hourly, or weekly schedules, with real-time updates on regional preferences, lifestyles, purchasing patterns, and any other key topics to connect with. with clients, such as local events and off-site weather conditions.
Out-of-home digital advertising revenue is estimated to reach $3.7 billion in 2013, representing an astronomical annual growth rate of 13.5 percent (BIA/Kelsey). At an April 28, 2008 DOOH forum sponsored by the Wall Street Journal, media executives named DOOH the “most popular medium” today; spreading even faster than the internet in its early days due to its ability to reach consumers when they are out and about and in shopping mode.
A 2010 Arbitron digital venue-based video study found that more than 70% of the US population, or 181 million people, have viewed a digital video display outside the home in the past month, have seen a digital video screen in the last week. The study also found that digital video in public places reaches more Americans each month (70%) than video over the Internet (43%) or Facebook (41%).
Additionally, Arbitron found that nearly half (47%) of those who viewed a location-based video in the past month specifically recall seeing an ad, while one in five (19%) made an unplanned purchase after see a featured article. We have a digital screen.
It is clear that DOOH advertising is a powerful medium for companies to build brand awareness and sell their products or services. Digital signage becomes an even more effective advertising medium when enhanced with facial recognition technology.
Facial recognition technology is a software system that identifies humans by using a biometric system to detect and analyze a person’s facial features when captured by cameras placed in a public place. Digital displays (typically LCD) can be equipped with high-resolution Wide Dynamic Range (WDR) cameras to record images of people viewing advertisements. Non-invasive facial recognition software uses those images to create data reports based on audience viewing metrics, including: gender, age group, average attention time, and total number of viewers per month, day, week , hour, minute and second.
As a result, advertisers using digital signage enhanced with facial recognition technology can use audience measurement reports to adjust their marketing campaigns for optimal return on investment (ROI).
