Digital signs linked to cameras, sensors and anonymous analytics software can recognize certain details about a shopper and deliver content tailored to that person’s age, gender, actions and likely preferences. A facial detection system also provides many benefits beyond presenting content. The anonymous data that the system gathers — combined with a retailer’s other data — can provide retailers actionable information and a more holistic view of their customer base, which they can use to streamline and fine-tune floor layout, inventory, shelf displays and other processes.
Let’s talk privacy
In addressing privacy concerns, it’s absolutely essential to understand the types of information that cameras linked to digital signs are actually gathering. These cameras are not capturing and storing images for the purpose of identifying specific individuals. That process is known as facial recognition, which is used for security purposes and at certain hospitality venues to spot celebrities and other VIPs. In sharp contrast, retail environments use facial detection systems that measure certain characteristics and using special algorithms are able to determine the age range and gender for the audience.
How it works
A facial detection system scans faces within the view of its cameras for basic attribution data. Its software uses algorithms to analyze this biometric (and other) data to determine, for example, that a person approaching a digital display is likely a 40- to 45-year old male or that there are a significant number of 25- to 30-year-old females among a crowd. Facial detection systems do not capture images or save personal information about the people they detect. These systems also are able to be used to measure dwell time, traffic patterns and even facial expressions. Along with this data retailers are also able to input other data points that will help paint a picture of understanding about how customers engage with content presented on a display.
Once age, gender and other data have been analyzed, the software can deliver an ad relevant to the shopper or shoppers. For example, the store may have a cosmetics advertiser interested in targeting 18- to 24-year-old females. When a shopper with that profile approaches a digital display, the software can deliver the cosmetic brand’s ad to its targeted audience.
What is the gain?
In DOOH operators can use facial detection to target audiences for their advertisers. A company can gather data that shows a certain demographic, 40- to 45-year old males for example, passes by the billboard every work day at a specific time. This enables companies to match advertisers to locations and time periods that are best suited for their brand messages.
What is the goal?
Facial detection systems can help retailers become more intelligent about who their shoppers are, at what times of the day they visit the store and what kind of products they’re buying. This knowledge will help them improve store layout, drive inventory decisions, and suggest changes in display content so it’s more effective.
Facial detection allows retailers to deliver more and communicate a stronger, cleaner message to targeted audiences. By measuring how long a shopper spent looking at an endcap or product or engaging with signage, retailers can also tell whether content is working or not working.
A new way to obtain insights