Case Study: Using Video Analytic Data to Target Advertisements
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Full Text |
Pdf |
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Author |
Kalpana Algotar, Sanjay Addicam, Preethi Satishchandra
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ISSN |
2079-8407 |
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On Pages
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206-209
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Volume No. |
5
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Issue No. |
3
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Issue Date |
April 1, 2014 |
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Publishing Date |
April 1, 2014 |
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Keywords |
Targeted Advertising, Digital Signage, Anonymous Video Analytics, Data Mining, Intelligent Advertising Framework, Proof of Sale Data, Association Rules, Viewer Event Data.
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Abstract
How to get target advertising in digital signage is an innovative and challenging question. This paper summarizes the result of a field trial related to targeted and non-targeted digital signage (DS) with Anonymous Video Analytics (AVA) conducted over 9 month period of time and across 10 different retailers. The goal was to understand the impact of targeted and non-targeted digital signage on sales and offers in a different environment like super market store, electronic store, and general retails. By correlating AVA viewership information with proof-of-sale (POS) data relation can be established between the response time to an ad seen by a certain demographic group and the effect on the sale of the advertised product, so as to provide retailers/advertisers with intelligence to show the right ads to right audience at right time and in the right location. The result of experiment revealed that targeted digital signage has a prominent sale impact on instant food packets, beverages, and beauty products as compared to non-targeted digital signage.
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