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NEC shows digital signage audience-measurement system at Gartner Symposium
October 21, 2009
An experimental facial-recognition system developed by NEC is letting advertisers know the age and gender of those looking at a screen. Dubbed the NEC Next Generation Digital Signage Solution, the unit was on display at the Gartner Symposium ITExpo this week.
Like most digital signage audience-measurement systems, it doesn't store any personal data about its viewers, only anonymous demographic stats.
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The NEC Next Generation Digital Signage Solution |
Companies running digital ads have no idea of what people are around it — you'd have to have someone there physically counting them today. The NEC facial-recognition system focuses in on passers-by, guessing age and gender with surprising accuracy. Age might be expressed as falling within a 10-year range, for example.
According to an NEC engineer, the longer a viewer stays in front of the camera, the more accurate it gets, and viewers can see the data about them floating above the image of their heads, like a virtual halo.
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