Digital out-of-home (DOOH) networks are a popular channel among advertisers looking to increase their audience reach. And many of these advertisers are accustomed to the online advertising environment, where ad targeting is precise and data is readily available.
Therefore, to make your DOOH network more attractive to advertisers, you need to make sure that it offers the capabilities they’re looking for. You have two easy ways to do this:
face analysis and programmatic advertising. (As you will see later in this article, the two are often best used together.)
What is face analysis?
Face analysis is an AI-based technology that detects and analyzes faces in images and video streams to determine characteristics such as age, gender, and facial expressions. When used as an audience measurement tool, it can also provide metrics such as viewer rate, impression rate, dwell time and attention time
Face analysis is therefore the ideal answer to advertisers’ data needs when it comes to advertising in the offline environment.
It works with cameras that are placed near digital signs. These cameras capture the audience as they pass and view the screen and send this footage to a computer running the face analysis software.
Face analysis is an anonymous process, which means that no personally identifiable data is collected or stored. All image data is immediately converted into code, after which the images themselves are automatically deleted. It is not the same as face recognition.
What is programmatic advertising?
Programmatic advertising is an automated process for buying and selling digital advertising space. It uses AI and machine learning technology to analyze advertising data to determine which ads would perform best in which advertising slots and to determine the price at which those slots should be sold.
Online advertisers are already making widespread use of programmatic advertising, since it is often more efficient than relying on manual processes. This is especially true for campaigns aimed at brand building and awareness.
Programmatic advertising also makes it easier to target highly relevant audiences, which helps increase both audience engagement and ROI. This, however, requires accurate audience data.
How do face analysis and programmatic advertising work together to increase ROI for DOOH networks?
Face analysis technology provides the means to capture the audience data required to implement programmatic advertising. Since programmatic requires data to match the right ads with the right ad placements,through integration of face analysis technology with an SSP* or DSP platform, media space can now be sold based on the type of audience in front of the screen.
For media owners, programmatic advertising holds the following benefits:
- You can attract a wider range of advertisers to your network
- You can sell a higher percentage of your inventory (fewer advertising slots go unsold)
- You can benefit from higher prices when your audiences match closely with the target audience of the advertisers
- You have less manual work to do, and can spend your time and energy on other high-value tasks
* SSPs are the software platforms that make advertising inventory available on behalf of publishers (such as digital network owners).
How you can implement face analysis and programmatic advertising in your own digital signage networks
The first step is to choose the right face analysis software for your needs. Depending on your situation, you may be interested in either an SDK that you can develop into your own solution, or a ready-to-use Toolkitthat you can start with right away.
You will also need to ensure that you have the right hardware in place. This includes one or more cameras per digital screen, as well as a computer to link the cameras to and run the software on.
If you need any assistance regarding the hardware requirements for your specific set-up, please feel free to contact us. We can refer you to one of our hardware partners.
Once you have your face analysis software in place and you’re collecting your audience data, you can start with programmatic advertising. To do this, you will need to get in touch with a supply-side platform (SSP).
While you can use face analysis technology without programmatic advertising, the other way around is almost impossible. Programmatic and data go hand in hand, therefore video analytics is an essential part of the DOOH ecosystem.