It doesn't matter how slick your software is, or how beautiful and robust a display may be, if the content on a digital sign doesn't attract attention and hold it, at least for a bit.
So tools that help track and analyze how people view advertising, packaging and other marketing messages can be incredibly valuable. But they can also be clunky, expensive and slow.
A startup called Aitrak is trying to change that - using artificial intelligence and computer vision to do predictive modeling on how people will consume specific pieces of campaign creative - where they'll look, what they'll notice first, and how long they'll look.
Eye-track = Aitrak, by the way.
Creatives and media planners can use Aitrak's tools, or send the material to Aitrak to develop the model and insights.
Right now, the first iteration is built around static out of home street furniture posters and other non-motion creative. But Aitrak is working on the same sort of tool for motion digital assets and creative. That would allow media network owners, agencies and brands to pre-select the best combinations of creative for a location in a matter of minutes, and cut their costs dramatic ally.
I spoke with UK-based CEO David Bailey about a cloud-based service he says gives creatives superpowers.
Steve Bernard, Ocean Outdoor
Mark Coxon, AVI-SPL’s Experience Technology Group
Luca Gonnelli, Algo
Sean McCaffrey, GSTV
Brett Crossley, FanConnect
Marius van Bergen, COBstr
Wes Nicol, Videri
Brad Koerner, Koerner Design
Ney Corsino, Nanolumens
Gavin Smith, Voxon
Brandon Harp, Electrosonic
Mark Ossel, Global Signage Alliance
John Hoyle, Sook
Ben Maher, Outernet London
Ted Romanowitz, Futuresource Consulting
Darren Wercinski & Kiersten Gibson, Reach Media Network
Jannatul Choudhury, PosterBooking
Gerhard Pichler & Zuzana Yalcin, Easescreen
Brian Nutt, Adificial
DSE 2022 Mixer Panel: Mergers and Acquisitions in Digital Signage
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