Biometric audience measurement - Turn DATA into Magic
Biometrics is a technology that measures and analyses human body characteristics.
How does this fit with OOH and other digital retail networks you ask? Simple. Audience measurement data and to trigger relevant content.
Using this technology we can track and record how people interact with a piece of display media. Not only are their eye contact and their dwell time in front of the media analysed but we can provide real time emotional recognition, age and gender analytics. We look at which direction your audience came from and what direction they moved off to and can sense the mood they were in. This information collected can be based on a individual or a group of people that may gather. The Biometric technology can even conclude if the audience in question has a beard and wearing glasses. This enables us to provide our clients detailed feedback on how their media is being received and observed. It's a new level of feedback that is all quite interesting and extremely enlightening!
We do not record video so what we do, does not impinge on peoples privacy.
We can now use the information that we have gathered to provide the opportunity of delivering the right message, to the right person at the right time.
We set parametres where different criteria controls what is content is delivered to different audience segments. This can also be used in conjunction with our ability to mood sense either one person or a group of people.
The data collected by the Biometric Technology and the parameters we set provides a trigger to play specific content for the person or people in front of the screens. For example a person who is seen to smiling of laughing will be played a particular video loop, while a young man with a beard and glasses will be played something completely different.
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.
This brings actionable analytics into a whole other playing field.