Agencies, brands and marketing managers are all working together to deliver the right message, to the right person, at the right time. Biometrics can change the game for everyone making it easier to quickly assess who is viewing your media so Biometrics works as an audience measurement tool in the physical world and can be harnessed as a trigger to deliver a targeted relevant message.
What are Biometrics?
Biometrics technology measures and analyses human body characteristics.
What does it measure?
- Length of eye contact
- Dwell time
- Real time emotional recognition
- Distance from media
- Direction they are walking
- Facial attributes (beard, glasses, etc..)
Cool! But how does this fit in with OOH and Digital Media?
Simple. Biometrics allow agencies and brands to collect data on the audience in real time and deliver relevant content as a response. By setting predetermined parameters you can distribute the right message, to the right person at the right time.
Wait. What parameters?
Parametres are a predetermined set of rules and guidelines that will serve as criteria controls for distributing content to audiences.
Give me an Example...
A woman stops in front of the digital screen. She is seen smiling and laughing. The biometrics software will read her disposition and she will be played a particular video loop. Alternatively, a young man with a beard and glasses is seen approaching the digital screen he will be played something completely different based on the parameters previously set.
Wait! There's more!
This can also work in terms of movement. For example, somebody who is moving from left to right in the store will see message relating to the area to where he or she is going.
What does this mean for the future of Advertising?
According to Ann Wixley in an article called What does the future hold for outdoor advertisement "The ideas that win are the ones where media, creative execution and innovation are all working together". By integrating responsive technologies to static advertising networks we can transform the way media is consumed and offer a more relevant, targeted experience for consumers.
Biometrics is one of the technologies that brings actionable analytics into a whole other playing field. This technology allows the creative media to be altered in real time based on the viewers interacting with the media.
Send the right message, at the right time to the right person.