NEC Releases Digital Signage Able to Measure Ad Effects

Dec 17, 2008
Shinya Saeki, Nikkei Electronics
NEC's new digital signage system
NEC's new digital signage system
[ If it clicks, the expanded picture will open ]
The demonstration at Granduo Tachikawa
The demonstration at Granduo Tachikawa
[ If it clicks, the expanded picture will open ]

NEC Corp launched the "eye flavor," a digital signage system consisting of a 46-inch LCD, face recognition camera, content delivery controller and software function to analyze the management and effectiveness of advertisements.

Using these components in combination, the system can choose and deliver advertising content that it judges to be effective, NEC said.

The eye flavor determines the gender and age of a pedestrian by using the image shot with its built-in camera and face recognition technology. At the same time, it measures the effect that the advertisement has on the viewer, based on information such as the attributes of the advertisement and the viewer and the delivery schedule of the advertising content.

In light of the measurement results, the system can select advertising content that is expected to be the most effective at the location where it is installed, NEC said.

The effectiveness of the system has already been verified at Granduo Tachikawa, a commercial facility in Tokyo. NEC set up the system at the front entrance on the first floor of the facility for 21 days (Oct 8 to 28, 2008) and measured advertising effectiveness based on the number of viewers and the viewing time by hour, gender, age group and the distance between the display and the viewer.

Specifically, the company analyzed the effectiveness by combining the following three factors. One is the attribute of advertising effectiveness categorized into "imprint (stared)," "impression (watched closely)" and "feeling (glanced)" by the viewing time and the distance from the display. Another is the attribute of the visitor in 14 categories by generation and age group. And the third factor is the delivery schedule of the advertising content shown on the display.

As a result, about 11% of the visitors coming through the front entrance recognized and viewed the advertisement, according to NEC. The system could quantitatively and immediately determine the advertising effectiveness, which could only be determined by conducting a survey in the past, the company said.

The eye flavor debuted Dec 16, 2008 at the price of ¥2 million (approx US$22,600), excluding the installation fee. NEC is aiming at selling 500 units within three years.