Audience Measurement: How To Target and Track The Right Audience
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Audience Measurement: Targeting The Right Audience For The Right Ad


Imagine that you are watching television with your mom and younger sister. The show ends, the screen fades to black and a commercial begins. You expect it will be the usual car commercial-one you would normally mute. To your surprise, however, an ad for a new pair of heels plays instead. Your mom and sister seem just as attracted to the sleek shoes as you are. Imagine that the ad was picked for the three of you to see, and your gender and ages determined it. Would you press the mute button this time?

Targeting An Audience Based On Physicality

The average person sees about 5,000 ads each day. Therefore, an ad must stand out in order to be effective. If people only saw ads that were tailored to their interests, wouldn’t they be more inclined to make a purchase? Of course. Through audience measurement technology, companies can personalize digital signage to their audience members- a process also known as narrowcasting. This customization means that more people will be satisfied by what they see in ads- from their televisions, to stores, to their smartphones. Two steps are involved for this technology to work. The first part of this process requires an understanding of the demographics of each person viewing an ad, such as age, gender, nationality, race, and physical features, all in real-time. With a simple camera and specialized face-recognition technology, the face data of each audience member is scanned and translated by advertising companies. Once a person in front of the screen is scanned, an ad that matches their presumable interest will play. For example, since a teenage boy would most likely not be interested in makeup, there would be no point in advertising beauty products to him. It’s much more likely that he would be interested in purchasing baseball bats, on the other hand. In short, this technology allows advertisers to see what kind of audiences their ads are reaching so that in return, they can target the right people. Is there a woman present? Perhaps she would prefer to see an ad for jewelry than an ad for a beer brand. Is she a young woman? Did she find interest in the jewelry and for how long? Though these may seem like very precise questions, advertising companies need to investigate as much as they can about their audience in order to achieve high satisfaction. With a simple scan of the audience in real-time, advertising companies can read the general characteristics of the people who are watching and similar questions are quickly answered. It is important to note that while the age, gender, nationality, and even emotional state of audience members are tracked, the privacy of each audience member is always preserved.

GLADvertising: Tracking The Emotional State Of An Audience

Determining the emotional involvement of an audience is just as important as pinpointing their age and gender. Suppose, for example, after a bad day at work, a young woman sits down to watch a bit of television. A commercial for a tropical resort comes on and suddenly, her screen is filled with lively music and cheerful families playing in beds of sand. Suddenly, she feels a bit better. Though it may seem coincidental, the placement of such an advertisement is not unplanned. Gladvertising, or the emotional tracking of audience members, is used by advertisers to calculate how effective their ads are. The special technology, which is also installed in television screens, uses a face-tracking algorithm to track movements of the eyes and mouth. Up to six expression patterns, including happiness, anger, sadness, fear, surprise and disgust are recognized in audience members. As advertisers know, a person will only sit in front of a commercial for so long before changing the channel, or leaving the room, if they are not interested. Therefore, if an individual only sees what intrigues them, or what is most emotionally pleasing, they will be more likely to watch the commercial from start to finish. In this case, consumers control the advertisements that they see without even realizing it.

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