Audience Measurement Systems, a wow in progress

How many people are actually attending a conference, instead of empty the buffet table in the corridor? Is the audience really listening to the orator? And if not, will a joke catch their attention back? All those questions can be answered thanks to an incredible technology: The audience measurement device created by Samsung, or Prom Accy Digtl Signage Audience Measurement, for the specialists.

Created in 2008, it allowed the owner of the device to collect data such as the number of people within an audience and their gender. But thanks to partnerships with other software or advertising companies such as TrueMedia, the device has been given the ability to also record the attention span of the audience by focusing on their eyes. This is a great way for the companies that organises the event to measure the effectiveness of the event, in terms of both numbers and attention of the attendees.

But this device also has great potential in the marketing field. Indeed, by knowing who is looking at an advertisement, the “smart panel” will be able to adapt itself to its audience. Is it a male, a female, a group of person, young or old…?

This is becoming a critical tool in events and with the usual marketing campaigns that go with them. Nowadays in order to stay in the mind of a potential customer, advertisers need to strike their audience, they need to bring the “wow” factor that will amaze and entertain the randomly passing fellow attendee. And what can do that better than a self-adapting add that will follow you in the hallway?

Thanks to the audience measurement the advertising will be able to focus on particular points, particular emotions that are relative to the gender of the audience. Observed results from advertising using this technology prove a 90% accuracy in customer satisfaction. Women are looking for safety and security? Here is an advert about how safe and comfortable my car is. Men are looking for excitement? Let’s change the advert to one showing how fast my car can go. And why not adding some comments from people of the same gender as the audience? Possibilities are seemingly endless with this, not so new but so very innovative technology... 

See bellow the video bellow for a demonstration and technological information:

http://www.youtube.com/watch?feature=player_embedded&v=HQLtXFlElyk


Written by Alexis Brenet and Qian Ge