New York-based Immersive Labs has developed interactive billboards and in-store displays that leverage facial recognition software to identify the age, gender and even the estimated attention span of the consumer along with sizing up the other people in their party. With this content “in mind” the displays deliver a targeted ad based on who’s looking along. Similar displays in Japan are upwards of 90 percent accurate in assessing the viewer.
Think of what this means for marketers. Advertise high end cold weather gear to a 30-something consumer when the temperature drops. Promote a family friendly movie when mom passes with kids in tow. Make a last minute gift suggestion on Valentine’s Day when he’s waiting for the bus — and likely panicking.
But these ads don’t stop there. As they cull firsthand data and metrics based on consumer engagement, the technology, in effect, gets smarter, delivering the right ads at the right time. Whether it’s a special offer from a local fast food restaurant during the evening rush, midday coffee promotions or entertainment going into the weekends, the ad learns the patterns of the environment and relevant consumers, making future outreach even more efficient and effective.
It’s that gathering of information sans human interaction that makes it truly remarkable, replacing manmade content and solutions with more streamlined, more efficient and more cost-effective ones that, in most cases, are more accurate and better equipped for optimization and personalization than their human-derived counterparts.
While human decisions and intuitive targeting is still a critical piece of the consumer equation, there has always been a gap in real time problem solving, especially in complex situations and unfamiliar environments. Tapping in to automated systems can aid in effectively overcoming these challenges and increasing performance levels.
Marketers can now monitor and test behaviors, optimize resource utilization and even automate decision making and delivery in uncertain situations. The applications for retailers and marketers is boundless as the “things” get more sophisticated and more readily available, with the ability to solve advanced processes and dictate an incredibly sleek, sophisticated and optimized consumer experience based on data-driven decisions — and greater ROI for organizations.
Source: CMS Wire