Due to the increase in advertising content and media channels now available, traditional advertising is becoming less effective. In a crowded marketplace, advertisers are facing diminishing returns on their advertising spend. Advertisers are seeking new ways to engage their prospective customers, to keep their attention for longer, and to convert that into new sales or interest in their products or services. Being able to determine the effectiveness of an advertising campaign can also be problematic particularly with out of home advertising where the number of views and other analytics are not directly available.
Traditional static advertising displays like billboards also do not make full use of the display space as its content is fixed. Dynamic displays such as scrolling pictures or video, provide content that varies with time, but it may not always show appropriate content to the current audience. A passive display does not empower the audience to explore the advertisement and obtain more information.
The digital billboard has been developed:
- to present advertising media, including projecting advertising images or video on the display
- to survey the audience by using body and face analysis to detect one or more viewers in the audience who are paying attention to the display
- for one or more viewers and in real time, analyse their head orientation or eye gaze, or both; and then identify part of the projected advertisement that the viewer is paying attention to
- based on the viewer analysis and in real time, adjust the presentation of advertising media to help retain the attention of the viewer.
Technology
The digital billboard has a number of advantages when compared to other media options. For instance, interactivity is achieved without explicit audience input. The display is able to continuously present relevant advertising content, and with reduced delay, to an audience by using its passive observation and analysis capabilities. A further advantage is that the system does not need to collect personal profile information about users in order to operate. The billboard is also able to engage a viewer's attention for increased periods of time by reacting to the interest shown.
Since the technology can automatically select the most appealing advertisements or content from a large base, it is able to use the medium to greatest efficiency and effect. It is also able to charge advertisers in relation to the interest shown in their advertisements.
Applications
The technology can be used by advertisers to better target their content and messaging and gain insights into the behaviour of viewers to generate metrics to improve advertising effectiveness. The electronic display can be installed as a kiosk, in shopping malls, point of sales terminals in store, railway stations and airports. Content can be dynamic in the form of videos, animations, slide show and scrolling text display, as well as incorporate sound if desired. The system can be used to test the market for new or proposed products or services before rolling out large advertising campaigns.
Audience reporting can also be communicated using wireless technologies. Other implementations outside of advertising can also be explored.
Intellectual property
CSIRO has relevant know-how and knowledge and is willing to assist industry and partners to transition this technology into current practices. CSIRO has patent protection for the technology.
The team
The team has deep technical expertise in digital information display systems, computer vision, digital signal processing and control systems and have numerous awards and patents for innovative technologies.