National ICT Australia scientists call the new system TABANAR, or Targeted Advertising based on Audience Natural Response, They say they can monitor the level of interest a shopper has in a particular advertising message, and change the message if advertising wanes.
The TABANAR system consists of a large-screen LCD-screen with a built-in camera to take live video footage of the shopper. NICTA says it has developed sophisticated algorithms than can examine the video and provide accurate data on people’s behaviour and movement.
The camera on the display monitors people who come within a few metres of the advertising display and analyses their response. Specifically, the system can tell if they look at the advertisment and the length of time they spend doing so.
“Under certain conditions, the software can even determine which areas of an advertisment have succeeded in attracting attention, providing valuable feedback to designers and advertisers on what types of messages and visual elements work,” NICTA said.
“Through the aggregation of a large number of responses, advertisers can build an accurate picture of how effective their display campaigns have been.”
The display on the system will continue to advertise a product while there is someone watching the screen. If the shopper turns their head away, the screen will go blank or start advertising something else – until its attracts the attention of someone else.
NICTA says the technology is to be trialled at an unspecified retail outlet in Sydney. It says any video data collected is destroyed immediately so that shoppers cannot be identified.
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