Using Face Recognition to Investigate Effectiveness of Advertisement on Digital Signage

• Main Authors: Pei-chun Tsai, 蔡倍君
• Other Authors: Don-Lin Yang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/00325492864148144006

碩士 === 逢甲大學 === 資訊電機工程碩士在職專班 === 100 === With the digital information, advertising began to enter the digital era. Everywhere we can see the LCD billboard which uses dynamic multimedia to present advertisements, and it can increase richness and diversity for the content of advertisements. Recently, digital signage has replaced the traditional static billboard and there is no doubt that the digital signage is the best choice for advertising media. However, maximizing the effectiveness of advertisements is the most important goal for advertising and marketing agencies. Traditionally, advertising agencies encountered the difficulty in how, when, and where to post the advertisement that can attract consumers’ attention. The advertising and marketing agencies have a problem to collect data, for example, from target customers who stay and look at the content of digital signage and the people who just pass by. They seldom can identify the relationship between specialized commodity and target customers. Those limitations curb the effectiveness of advertisement with the digital signage. This paper uses face recognition and data mining methods to detect in time whether potential customers look at digital signage or not, and to record the time when potential customers’ attention stays on digital signage. If the time of a customer’s attention staying on the digital signage exceeds the duration time set by adverting agencies, the customer will be regarded as the target customer. The collected data can be used to evaluate the effectiveness of advertisement.