Samsung system tailors ad to its audience

Software can count onlookers and determine gender and age

Samsung has developed an outdoor digital advertising system that tailors ads based on its audience.

There are three main components of the system: an LCD display panel, a dual lens camera and a processing computer, which runs the company's proprietary facial recognition software.

When you first see it the system looks like a vertically oriented LCD display running an advertisement, but upon closer inspection two cameras are mounted on top of the LCD.

They continuously captures images of passersby and the PC processes those images to figure out how many people are in watching, their gender, if they're an adult or child and how long they're looking at the advertisements.

This data serves two purposes: it can gather information about onlookers and be used to tailor the ads to the majority of viewers in the group.

For example, if the technology identifies several female members in a group, then a jewelry, cosmetic, or perfume ad could run, said Samsung. If it were males then shaving products or beer advertisements could be played.

Even if the group is mixed, the technology can identify whether onlookers are children or adults. If they’re adults then maybe a wine ad could run whereas an advertisement for toys might play for kids.

"It's like a survey or research," said Saked Gupta, a software engineer for Samsung. "The [advertiser] wants to do some initial research and they want to figure out... whether [the audience] likes this ad or not."

Gupta worked on the development of the software that runs the system, but wouldn't detail how it distinguishes between men and women or children and adults, citing proprietary information concerns. He said it takes about two seconds to identify the age and gender of the onlooker and will gather data about anyone within a few meters of the cameras.

Samsung plans to release the technology worldwide in November.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags samsung

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Nick Barber

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?