Increasingly, small cameras are being embedded in video screens in malls, health clubs, and grocery stores both to determine who is watching and to customize what is displayed to the audience.
Small cameras can now be embedded in the screen or hidden around it, tracking who looks at the screen and for how long. The makers of the tracking systems say the software can determine the viewer’s gender, approximate age range and, in some cases, ethnicity — and can change the ads accordingly.
That could mean razor ads for men, cosmetics ads for women and video-game ads for teens.
And even if the ads don’t shift based on which people are watching, the technology’s ability to determine the viewers’ demographics is golden for advertisers who want to know how effectively they’re reaching their target audience.
While the technology remains in limited use for now, advertising industry analysts say it is finally beginning to live up to its promise. The manufacturers say their systems can accurately determine gender 85 to 90 percent of the time, while accuracy for the other measures continues to be refined.
The full article can be found here, but I was most interested by the links at the bottom of the article showing the players in this area:
TruMedia Technologies: http://trumedia.co.il
Studio IMC: http://www.studioimc.com