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Face-recognizing displays reveal who’s interacting with offline ads


A new system called OptimEyes, set to roll out across the UK, is using facial recognition to deliver detailed analytics to marketers to show the audiences engaged with their campaigns.

alttextFranceUnited Kingdom 4th December 2013 in Marketing & Advertising, Retail.

Supermarkets are becoming smarter. We’ve already written about Synqera — the Russian platform that senses shoppers’ moods and offers relevant deals. Now a new system called OptimEyes, set to roll out across the UK, is using facial recognition to deliver detailed analytics to marketers to show the audiences engaged with their campaigns.

Developed by the country’s Amscreen in collaboration with Paris-based audience measurement company Quividi, the platform is compatible with the former’s 6,000 digital advertising displays positioned in public locations around the UK. The system uses cameras which can detect the faces of those in front of each billboard and deliver the information back to advertisers. This can include their gender and age, as well as how long they spend looking at the display. Marketers can also track the locations that win the greatest audience engagement and see the amount of attention they get at any one time. Since the ads are digital and all data can be viewed in real time, clients can also make instant changes based on the information they receive. The video below explains more about the service:

Amscreen has already announced that it will be rolling the technology out at 450 gas stations at outlets of Tesco, one of the biggest grocery stores in the UK. Are there other ways facial recognition technology can reveal information about patterns of consumer behavior?

Website: www.amscreen.eu

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Randaldobbs

Framework Marketing is a Partner with Growth Partners – an experienced team delivering innovative and practical strategies for businesses to grow. This gives me access to a range of co-ordinated, creative thinkers…as and when clients need them. As a Coach in marketing communications and business modelling, my toolbox of resources is available in an “on-demand” basis. The focus is about understanding and communicating to customers. We evaluate brand strategies and interpret consumer behaviour and insights to ensure a consistent and practical communications programme. There are 3 broad ways we can work together as part of client teams: 1/. Specific Consulting programmes; 2/. Broader “marketing-warrant-of-fitness options; 3/. Customised Coaching/Mentoring for CEOs & Managers Specifically, these programmes are able cover (s needed): 1. Assessing business models to build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication and Content audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations and Feedback models Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integration all communication channels (a particular focus on digital footprints and revenue streams) Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpreting market research with fresh eyes Understand and fix gaps in market knowledge for consumers, customers and staff 6. Developing sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other

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