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Thursday, 23 May 2013 18:39 |
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 WPP, one of the world’s largest advertising groups, is putting its weight behind real-time bidding for digital out-of-home media.
An increasingly popular method of matching advertisers to the ever-growing inventory of online advertising slots, real-time bidding (RTB) works by conducting automated auctions for every ad opportunity just before it becomes available, and then delivering the auction winner’s advertisement.
For example, in the digital out-of-home context an advertiser might specify in advance that they are willing to pay a certain amount to reach a certain number of consumers of particular types in a particular place. If a matching advertising slot comes up for auction and no other advertiser has offered as much, the RTB system will automatically allocate it to this advertiser and deliver their content to fill it.
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Thursday, 23 May 2013 18:36 |
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 New York startup IMRSV is the latest contender in facial recognition for digital signage.
Its new software, Cara, analyses Webcam footage to provide anonymous data on consumer attributes and actions such as gender, age, attention time, and glances. It will be competing with firms ranging from Intel to facial recognition specialist TruMedia.
Early customers include Reebok and Canadian retail digital signage specialist Adflow Networks, the company – formerly known as Immersive Labs – says.
“The essential data that we seek, as a retailer and a consumer product company, is found in the actual human response to product displays, including video content in stores, as well as product end-caps, and we now have a powerful tool for gathering this information in real time,” said Claire Fahie, head of U.S. retail for Reebok.
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Thursday, 23 May 2013 18:24 |
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 The continuing arrival of new touchscreen displays on the UK market highlights the growing importance of interaction for digital out-of-home media, and users’ requirements for much more sophistication than older touch-capable displays allowed.
For example, LifeSize Touch’s KioScreen units, combining a through-glass touchscreen and built-in PC, are aimed at the retail, hospitality and property sectors. The 15-inch, daylight-visible displays make data capture and mobile payment possible through shop windows.
Said Sheena MacKenzie, managing director of LifeSize Touch: “Over the past few years, retailers have moved beyond the traditional methods of online and in-store purchasing, instead choosing to adopt an omni-channel retailing model.
“More businesses are trying to track the consumer, offering them a seamless customer experience to increase spending. Through investment in touchscreen technology, businesses now have an additional touchpoint that meets the needs of customers and promotes brand loyalty.
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Thursday, 09 May 2013 16:48 |
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 The South African digital out-of-home scene continues to develop, with Provantage now operating its Transit.TV network at four major rail hubs and another firm set to market wearable media to brands in the country.
Provantage, which is adding the Transit.TV rail network to its existing Airport.TV network, has installed screens at stations in Johannesburg, Durban, Pretoria and Cape Town operated by the Passenger Rail Agency of South Africa.
“The market has responded positively and [Transit.TV] has passed the test at some of South Africa’s largest and most respected media agencies,” said Jean Coetzee, the firm’s general manager for media sales.
”We have been very fortunate in that agencies have afforded us the opportunity to illustrate the effectiveness of Transit.TV to their clients, live within the commuter environments.”
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