TruMedia Technologies and Studio IMC have developed technology that enables electronic advertisements to evaluate the age and gender of their audiences and track how long individuals are watching these ads. The technology utilizes small sensors or cameras that are embedded in or around video screens in combination with facial recognition software that manufacturers claim can accurately determine gender 85 to 90 percent of the time. Age is more difficult to predict and for the time being at least, falls into broader categorizations – child, teen, adult, senior – with a higher margin of error.
While the industry is still in its infancy, [...]
February 2, 2009
Ads That Watch Their Audience
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