Tags: Advertising, Technology Industry
By Alexander Villafania
MAKATI CITY, METRO MANILA – An advertising concept straight out of a science fiction movie has spawned a number of experiments and products.
Recently, Internet services firm Eastern Communications revealed to some local journalists a new digital signage business that follows the same basic concept of the “intelligent”, interactive ads in the Hollywood movie “Minority Report.”
The business, called IntelliADS, is essentially a digital signage using an LCD screen to project rotating advertisements. The signage has a web camera that tracks movements of people that come within a range of 60 degrees.
An addition to IntelliADS is a media player that is connected to the Internet.
Apart from tracking movement, IntelliADS can do basic facial recognition and identify gender and even age (based on height). However, it does not do interactive advertisements as in “Minority Report” but instead counts the number of males and females that watch the advertisement.
What’s more, the web camera can detect how long each person stays to watch a particular ad being played. This is where the software side of IntelliADS comes in: STATview, which counts the number of people based on gender and age, and how long they stay to watch an ad.
“The hardware component is the IntelliADS while the software is STATview. This service is completely IP-based, which gives the administrator an idea of what ads are most effective in areas where they’ve set up their equipment,” according to Eastern Communications Program Manager Alex Salud.
Salud said that the IntelliADS system can provide better business intelligence for advertisers, who will know if their ads are effective based on the number of people who view the ads and how long they stay to view it.
IntelliADS and STATview are developed by Singaporean firm 1-2-1 View.
While the system is not yet close to a real intelligent ad seen in “Minority Report,” Salud said that such a capability is not far away.
Perhaps later when it is upgraded, IntelliADS can tell an advertisement viewer what is the latest based on their gender or age and become more interactive. That might also stir some privacy issues especially in the Philippines but until then, advertisers will have to enjoy knowing who watches their ads.
In 2002, director Steven Spielberg created a “smart” world in the sci-fi film “Minority Report” where everything is automated. Many scenes in the movie featured interactive billboards where advertisements change based on the person who pass in front of it or come nearby.
The ads shown in the movie have retinal scanners that identify the person and the interactive ads can give updates on new products and services. The advertisement becomes “personalized” to fit the buying patterns and the needs of specific consumers.
NEC of Japan created a precursor of an interactive ad system. Another project coming out of Japan is called the Digital Signage Promotion Project, which has a face recognition system.
While this concept looks quite intrusive (given that the ads would hold personal information) buyers who opt to be more specific with the brands they regularly purchase will have up-to-date and instant information with new products and services.
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