Getting the right message, to the right people, at the right time remains one of marketing’s greatest challenges. Traditional media (television, radio, newspapers, magazines) offer some ability to target customers – think tire ad within an automotive magazine – but to a large degree product promotion often requires a marketing approach aimed at a broad audience, most of whom are not ready to buy.
Intel Intelligent Digital Signage
Digital signage, however, now has the potential of tailoring advertising campaigns based on the customer’s demographics, and do so in real time.
When situated in a retail environment, marketing professionals want to know far more than just a count of people who viewed a particular ad, they also want detailed audience demographics and a way to measure the level of interest.
Anonymous video analytics can discern gender, race and even the viewer’s approximate age by processing millions of pixels per second within a digitized impression of the viewer, as opposed to using real images, keeping data anonymous.
Intel Connected Store Fashion Experience
The Wall Street Journal reported that studies in retail determined a shoppers’ First Moment of Truth to be the 1st 3 to 7 seconds a shopper notices an item on a store shelf. According to Rajnish Maini, Intel’s marketing manager for digital signage, most operators will consider viewership of 3 to 7 seconds to be effective.
The power of this in-the-moment analysis is that retailers can personalize ads for each customer- a young woman might see a shoe sale ad while an older gentleman might view a special on golf clubs. Sales feedback at the end of the day can confirm the level of an ad’s effectiveness, which may be used to alter the ad campaign strategy going forward.
For those customers with privacy concerns, the software only has the ability to determine certain facial characteristics and is not able to actually recognize any individual. Intel has moved to the forefront of this technology with the introduction of their Audience Impression Metric Suite (Intel AIM Suite), giving retailers the ability to tailor screen content based on audience characteristics engagement levels.
So next time you’re out shopping, don’t be surprised if the ads you’re seeing match what you want!
