Project: Intelligent Digital Signage Player
Audience Measurement is the fundamental enabler to Pay-per-Viewer method and Advertising Yield Management, the process of understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from advertising. _x000D__x000D_DIGITAL SIGNAGE (DS) refers to the use of digital media technology to display information, streaming media, still images, scrolling text and graphics on one or more displays in locations frequented by the general public. In recent years, with the growth of exposure to commercial content, drawing attention of viewers towards ads became more and more difficult. This is the reason the market shifts toward more appealing content, high resolution displays, interactive touch-screens and mobile accessible features, as well as targeted advertising, where the type of the content is tailored according to the audience watching the display. At the same time, sensor-based audience measurement systems find more and more applications for both reporting and real-time application. One such application is PROactive Marketing (PROM), namely selecting a message to play, based on current audience size and demographics. _x000D__x000D_As of today, there is no effective, all-in-one solution combining both audience measurement and Digital Signage. The aim is therefore to develop a compact form-factor, cost effective embedded device, which will include both functionalities of a DS Player and an audience measurement system. This device, named iDSP, will use the coupling of both functions for serving as a platform for interactive and targeted advertising. _x000D__x000D_The project will need to address the following predominate drivers we see in this market._x000D__x000D_1. Screens development:_x000D_-Size: small screen replacing shelve advertising and large screens, calling for higher resolution solution_x000D_-Quality: newer video formats, such as HD and 3D, and larger screens require higher quality of formats_x000D_-Cost: advanced technologies reduce the screen Total Cost of Ownership to the same level of static poster. Obviously, a screen's exposure impact supersede any static media (poster, shelve-talker, etc.). Therefore, the potential market of DS include the current posters market as well._x000D__x000D_2. Audience segmentation:_x000D_Groups: to get better market segmentation more age groups are required; the demographic breakdown changes from a pyramid shape to a sky-rise shape and the buying power of the older ages is turning to be more material than ever. Due to that the need in more age groups is obvious._x000D__x000D_3. Accuracy: enhanced accuracy in the OTS (Opportunity To See), Gender and Age Groups is required to make the audience measurement and PROM much more effective. _x000D__x000D_4. Standard and privacy: two of the major barriers in the path of audience measurement are lack of standard and COtaining the privacy of the public. In the future, harsher requirements are expected in Europe. Therefore our solution should comply with them. _x000D__x000D_The new solution should therefore address the following key challenges:_x000D__x000D_- Hi-Definition Playback: The iDSP should be able to play Hi-Definition video on digital screens. Quality of the viewed picture should be enhanced, and adopting to future formats that will be based on HD should be developed. _x000D__x000D_- Target Advertizing: The iDSP will should able to accurately and rapidly analyze the current audience by several factors, including size and demography; state-of-the-art algorithms are required in order to select the best message for the current audience._x000D__x000D_- Interactivity: The iDSP should include advanced options for user-interactions, including the combination of touch-screen technology with audience related information (adaptive animation)._x000D__x000D_- Mobile DS: The iDSP should include Wifi capabilities, that will be used to send messages to mobile phones in the proximity of the iDSP device, hence increasing the exposure of target messages. For example, it will be able to send coupons to nomadic customers with defined proximity to the merchandise to be used in the near POS._x000D__x000D_- Green Market: in order to save energy, the iDSP should be based on low-power processor, and to include only RoHS components that support the European WEEE directive. In addition, monitoring the audience behavior will be used to dim or hibernate screens when there are no potential viewers, hence decrease power consumption for the entire solution based on potential demand (OTS)._x000D__x000D_The equivalent in the IT World are PCs and laptops screens that automatically hibernate, to save energy, based on time-out while no key or mouse is used in a given time duration. The application in the signage space will be to hibernate the screen when no viewers are in the area and to turn the screen back on when the audience measurement device senses people with OTS._x000D__x000D_
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Acronym
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IDSP
(Reference Number: 5644)
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Duration
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01/05/2010 - 30/11/2012
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Project Topic
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A compact-form-factor, embedded video analyzer and media player for Digital Signage applications. The Product will perform accurate real-time audience measurement, based on innovative DS and computer vision technologies for highly effective targeted advertizing
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Network
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Eurostars
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Call
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Eurostars Cut-Off 4
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Project partner
