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Nick: It’ important for advertisers to gage how effective advertising is and for that, Samsung showed off audience measurement technology at the EFA consumer electronic show in Berlin. While is looks like a regular LCD screen running an ad, something is a bit different near the top of this panel. There are two cameras which are coupled with software that can identify the gender, age and number of onlookers. Once it decides that, the units serves a dual purpose, first it will run an advertisement tailing to the onlooker or group, and second it will gather data on the group. So for example if the technology identifies several female member on a group, then a jewelry, cosmetic, or a perfume ad could run. If it were males, then shaving products or beer advertisement could be played. Even if the group is mixed, the technology can identify whether the onlookers are children or adults. It their adults, then maybe a wine ad could run. If they were children, it might play an advertisement for toys. The system will also gather data on the onlookers, such as how long they viewed the ad, which could be useful to advertisers before launching a full blown campaign.
Saked: Because it’s like a survey or research, the company wants to do some initial research before launching into the market and it wants to see what’s the feeling and what’s the output of the audience is, whether they are liking this advertisement or not. If I’m staying, it means I’m liking this advertisement, that’s why I stay.
Nick: Gupta said the technology takes only about two seconds to identify an onlooker, but wouldn’t say how it works. It will only identify onlookers who are a few meters from the camera, so it’s not designed to target passers by. Gupta said the enhance advertising unit will be available worldwide this November. Reporting from the EPA consumer electronic show in Berlin, I’m Nick Barber, IDG news service.
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