Intelligent 3-D image technology could enable targeted out-of-home advertising

December 12, 2012

(Phys.org)—Directed advertising is common in online shopping and in social media but is not currently an option in the out-of-home digital environment due to the technical challenges involved.

A new government funded link-up between UWE Bristol's Machine Vision Lab and Aralia Systems Ltd could enable adverts to detect information from passers-by and select the type of advert they are most likely to be interested in.

Professor Mel Smith, director of UWE's Lab said, "This is an exciting opportunity to use the 2D and 3D technology that we specialise in to analyse and measure consumer demographics and behaviour. We are working on a prototype that embeds image in 'smart' ads.

"The aim is to detect basic human demographic information such as age and gender, together with behaviour such as head movements, and how long people are looking at an advert, for use in targeted .

"This technology will not recognise individuals, and all image data will be treated as metadata – this means it will be used for analysis but not stored. This project is ahead of the current state-of-the-art – but is timely in addressing a market where technological changes are rapidly taking place."

UK company Aralia Systems produces using innovative algorithms. Prior to starting the company, founder Dr Glynn Wright led developments in image analysis and display for the first commercial .

Eleanor Wright from Aralia explained, "This collaboration will develop and test a basic prototype to establish the feasibility of using information to assess people's interest in and engagement with adverts.The longer someone looks at an ad, the more information pops up.

"For example, the technology could look for groups of young people who might be interested in nightclub ads or families who would like to find out about local attractions.

"Consumers won't be pestered – this automatically gathered information would be used to intelligently adapt advertising content to something relevant to them and so reduce the existing barrage of irritating irrelevant advertising."

Aralia would also be able to provide statistical feedback on the levels of interest produced by adverts to companies' marketing teams. The 18 month project is funded by the Technology Strategy Board.

Explore further: Piracy technology to revolutionise market research in cinema

Related Stories

Piracy technology to revolutionise market research in cinema

November 1, 2010

Experts from the University of the West of England, UK, are teaming up with Aralia Systems Ltd, a specialist security company, to take cinema piracy detection technology forward and develop software systems that will revolutionise ...

Local environs explained, and marketed, in a click

July 7, 2011

An innovative application for mobile phones that identifies places and objects by comparing photographs of them with reference images in a remote database will not only provide unprecedented amounts of information about them ...

THESEUS - tool for internet services

March 3, 2009

(PhysOrg.com) -- The improved use and exploitation of digital knowledge - that is the aim of the THESEUS Project. In the future semantic technologies will be able to recognise the meaning of information content. Fraunhofer ...

Recognise this image?

January 7, 2009

(PhysOrg.com) -- Image recognition is a long-standing challenge in science. But European researchers have achieved a breakthrough by developing a powerful image-recognition application with mass-market appeal. There is a ...

Recommended for you

A not-quite-random walk demystifies the algorithm

December 15, 2017

The algorithm is having a cultural moment. Originally a math and computer science term, algorithms are now used to account for everything from military drone strikes and financial market forecasts to Google search results.

FCC votes along party lines to end 'net neutrality' (Update)

December 14, 2017

The Federal Communications Commission repealed the Obama-era "net neutrality" rules Thursday, giving internet service providers like Verizon, Comcast and AT&T a free hand to slow or block websites and apps as they see fit ...

US faces moment of truth on 'net neutrality'

December 14, 2017

The acrimonious battle over "net neutrality" in America comes to a head Thursday with a US agency set to vote to roll back rules enacted two years earlier aimed at preventing a "two-speed" internet.

The wet road to fast and stable batteries

December 14, 2017

An international team of scientists—including several researchers from the U.S. Department of Energy's (DOE) Argonne National Laboratory—has discovered an anode battery material with superfast charging and stable operation ...

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.