Lord Alan Sugar is spying on you. The entrepreneur's digital outdoor media company, Amscreen, has been experimenting with innovative face recognition technology in order to develop adverts which are instantaneously tailored to their audience.
![Face Recognition - Outdoor Advertising]( "Out of Home International - Amscreen")
GPS technology provider Garmin has partnered with Parisian audience measurement firm Quividi in this revolutionary out of home advancement, trialling the system over the past year with a view to full-scale implementation of 'Measured By Quividi' on Amscreen over the coming months. Located predominantly in petrol station forecourts, the 6000 Amscreen displays reach a total of over 50million members of the public on a weekly basis. The digital format already has a proven success rate, such as Cadbury Creme Egg adverts generating an 8.4% sales increase at targeted petrol stations during the Easter approach.
The software's ability to deduce gender means that adverts can be accordingly displayed to benefit brands, and can also disclose geographic and temporal information on audiences in order to facilitate more refined campaigns. Existing trials of this new Amscreen technology reveal that 94% of shoppers will view the content in-store, which presents the highest conversion rate across the outdoor arena. Collaborating with Quividi will allow the company to further deconstruct their audience through categories of age, time, gender and volume in order to directly engage with them.
Outdoor specialists Ocean Outdoor have also been exploring face recognition technology at London's Westfield shopping centre, with company CEO Tim Bleakley reporting proof that "on Christmas Eve and on Valentine's day men leave their shopping to the last minute".
![Amscreen - Lucozade]( "Out of Home International - Digital Outdoor Advertising")
Lord Sugar's son and Amscreen's CEO, Simon Sugar, said: "It's great to see that, together with Quividi's technology, we are bringing the industry into the 21st century. We are all aware that the media industry as a whole is moving more and more towards real-time planning and audience measurement and away from traditional modeled audience metrics, hence we are now placing significant investment and resource on delivering this kind of depth of insight."
Simon Sugar explained Amscreen's goals of campaign optimisation and minimising advertising wastage, also striving to dissolve the assumption that outdoor marketing is unable to be accurately measured. He stated how the company wishes to help the outdoor industry in delivering "the type of insight that only online has previously been able to achieve."
Describing Amscreen as a "leader in its field and a forward-thinking innovator", Quividi CEO Olivier Duizabo also said: "Amscreen's decision to standardise audience measurement on their networks with face detection technology is a great move for the ecosystem: digital out of home and digital place-based media will continue to grow faster as advertisers gain better understanding of their true return on investment."
GPS technology provider Garmin has partnered with Parisian audience measurement firm Quividi in this revolutionary out of home advancement, trialling the system over the past year with a view to full-scale implementation of 'Measured By Quividi' on Amscreen over the coming months. Located predominantly in petrol station forecourts, the 6000 Amscreen displays reach a total of over 50million members of the public on a weekly basis. The digital format already has a proven success rate, such as Cadbury Creme Egg adverts generating an 8.4% sales increase at targeted petrol stations during the Easter approach.
The software's ability to deduce gender means that adverts can be accordingly displayed to benefit brands, and can also disclose geographic and temporal information on audiences in order to facilitate more refined campaigns. Existing trials of this new Amscreen technology reveal that 94% of shoppers will view the content in-store, which presents the highest conversion rate across the outdoor arena. Collaborating with Quividi will allow the company to further deconstruct their audience through categories of age, time, gender and volume in order to directly engage with them.
Outdoor specialists Ocean Outdoor have also been exploring face recognition technology at London's Westfield shopping centre, with company CEO Tim Bleakley reporting proof that "on Christmas Eve and on Valentine's day men leave their shopping to the last minute".
Lord Sugar's son and Amscreen's CEO, Simon Sugar, said: "It's great to see that, together with Quividi's technology, we are bringing the industry into the 21st century. We are all aware that the media industry as a whole is moving more and more towards real-time planning and audience measurement and away from traditional modeled audience metrics, hence we are now placing significant investment and resource on delivering this kind of depth of insight."
Simon Sugar explained Amscreen's goals of campaign optimisation and minimising advertising wastage, also striving to dissolve the assumption that outdoor marketing is unable to be accurately measured. He stated how the company wishes to help the outdoor industry in delivering "the type of insight that only online has previously been able to achieve."
Describing Amscreen as a "leader in its field and a forward-thinking innovator", Quividi CEO Olivier Duizabo also said: "Amscreen's decision to standardise audience measurement on their networks with face detection technology is a great move for the ecosystem: digital out of home and digital place-based media will continue to grow faster as advertisers gain better understanding of their true return on investment."