Title :
A Study on the Effectiveness of Digital Signage Advertisement
Author :
Kuo-Cheng Yin ; Hsin-Chieh Wang ; Don-Lin Yang ; Jungpin Wu
Author_Institution :
Dept. of Inf. Eng. & Comput. Sci., Feng Chia Univ., Taichung, Taiwan
Abstract :
With the advancement of network and multimedia technologies, many computer convergence applications have emerged. Digital signage via the Internet is one of the innovative uses adopted by the commercial industry. Commercials are a part of our daily lives, for instance, indoor and outdoor digital signs can be found in department stores and baseball parks, respectively. For a new media or commercial advertisement channel, it is important to measure and monitor its effectiveness. Here, we use data mining to investigate the results of digital advertising in broadcasting through the digital signage system. In this study, we aimed to understand the effectiveness of digital signage - whether its advertisement attracts the target customers. Based on the commercial programs requested by clients, we used face recognition and data mining technologies to recognize the facial features of customers from different angles when facing the display screen. Then we determined whether a consumer is watching advertisements and tracked the viewing duration. Lastly we analyzed the obtained data to evaluate the effectiveness of the digital signage advertisement. Our experiments show that our approach is feasible and can meet users´ expectations.
Keywords :
Internet; advertising data processing; broadcasting; computer displays; convergence; data mining; face recognition; multimedia computing; screens (display); Internet; baseball parks; commercial advertisement channel; commercial industry; commercial programs; computer convergence applications; daily lives; data mining; department stores; digital advertising; digital broadcasting; digital signage advertisement; digital signage system; display screen; facial features recognition; indoor digital signs; instance digital signs; multimedia technologies; network technologies; outdoor digital signs; target customers; users expectations; Advertising; Broadcasting; Data mining; Face; Face detection; Face recognition; Media; data mining; digital advertisement; digital signage system; face recognition;
Conference_Titel :
Computer, Consumer and Control (IS3C), 2012 International Symposium on
Conference_Location :
Taichung
Print_ISBN :
978-1-4673-0767-3
DOI :
10.1109/IS3C.2012.51