Watching the watchers means amazing progress for advertising
Once upon a time, targeted advertising had to rely on two things. The audience would be broken down by demographic (which classified statistics like their age and gender) and psychographic (which applied to their interests, opinions and lifestyles). Arriving at such valuable data was typically achieved by customer surveys, reports, and sector analysis. Other than that, an ad put up in a public place would be relied upon to reach the right audience.
Now, there’s a way to analyze consumers that can gauge the demograph and psychograph of viewers with pinpoint accuracy. Audience recognition technology has become both A.R.T. and science, and it’s ready to paint a lucrative digital picture for today’s advertisers.
Removing data barriers
It was only a couple of years ago that the Interactive Advertising Bureau identified insufficient availability/functionality of supporting technology to be a major obstacle in the path of data-driven advertising. With the growth and advancement in research, entertainment tech, and home media, data-driven advertising is taking on a whole new face.
Disney has been looking into audience recognition in a big way. Their Factorized Variational Autoencoders are as high tech as they sound, analyzing over 16 million configurations in cinema audience facial expressions in order to gather unprecedented levels of response data. Of course, the ramifications of this kind of thing aren’t limited to the movies. Audiences in any venue will be observable for their reaction to visual and audio content.
Toshiba has taken its own steps in this direction to collect what they classify as “aggregated demographic information.” At venues such as the Staples Center in Los Angeles and the T-Mobile Arena in Las Vegas, Toshiba’s measurement of audience type and response allows for advertising to change its target from, for example, beverages to ladies’ underwear.
The modern ARTist
FlySwipe is a company whose ART platform is looking to revolutionize ad targeting and consumer profiling. A 2017 showcase at the NAB (National Association of Broadcasters) conference in Las Vegas demonstrated its audience recognition tech and outlined the advantages for advertisers. Their project leverages the user behavior analytics of big data and combines it with trends in digital broadcast television and artificial intelligence. The result is a new breed in smart facial recognition advertising that can decide which commercial is best suited to play to a demographic.
It represents a leap forward from previous methods of data gathering available for marketers (buying habits, public records, and internet and digital viewing preferences). The ART can distinguish beyond the limitations of these older techniques by identifying multiple genders and age groups viewing the same device, rather than simply presuming the account owner is the one paying attention.
ART requires no direct interaction between advertiser and audience as it registers happiness, sadness, stress, and other facial responses. These responses are what is used to gauge the effectiveness of the content’s intended reaction. ART can also act as a failsafe device against inappropriate content being shown to minors by freezing transmission if a child enters the room. Security in accessing sensitive content is also boosted by the human face being used as a log-in credential, echoing smartphone security advancements and Panasonic’s and NEC’s tech at major sporting events.
Interactivity and audience engagement
Toshiba’s model at the Staples Center makes effective use of interactive content, social media displays, and video walls combined with touch displays. Letting people interact with big, bold content is a highly effective way to engage them, and it’s a method available to any business that wants to achieve it.
What better way to serve customers and promote a relaxing and engaging experience than with a digital coffee table? In retail, there are video walls, jumbotrons, plasma-displays, and iPad touchscreens; all increasing engagement and interactivity and are fully-customizable for your content.
How to stay in the picture
The NAB Show next opens its doors from April 7-12, 2018. Digital marketers are one of the many advertising professionals who could benefit from attending. From the latest in advertising strategy to the most recent developments in display systems, the show offers a wealth of worthwhile information. In case you missed it this year, here’s FlySwipe’s presentation from the event.
At Zero-In, we pride ourselves on staying up to date with the state of our industry. From digital signs and interactive displays to customizing your content with full installation and support, we’re helping customers across nine sectors project their message. You can reach us at 888-260-7291 or contact us online.