C-nario and TruMedia plan ‘ads with eyes'
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USA-- Digital signage firm C-nario has teamed up with TruMedia, which develops technologies for measuring out-of-home audiences, to create sensor-equipped digital posters that can deliver advertising tailored to a viewer's demographic profile.
TruMedia's iCapture system identifies and analyses the faces of people who look at a digital sign. As well as counting the audience and measuring exposure time, the system is able to estimate the age group and gender of the viewer, and deliver content to match.
The idea of ‘billboards that look back' has raised concerns among privacy groups, but TruMedia insists its system is “fully respectful of the audience's privacy”, with no personally identifiable data gathered, and no images recorded.
In fact, according to the Center for Democracy & Technology, TruMedia is one of the few firms working on sensor-equipped signage that has published a privacy policy setting out how it uses and protects data about viewers.
Itzik Wilf, TruMedia's senior vice president, marketing, said the technology “sets digital signage apart from any other medium by making it possible to target the ad to the viewing audience in real-time and save precious advertising dollars”.
Author: Robert Bain
Related links:
Privacy fears over camera-equipped outdoor advertising
NEC gives a taste of outdoor targeted ads
TruMedia reassures public over ‘billboards that look back'
