Startup Introduces New Billboards Which Changes Immediately Depending Upon the Audience In Front

Digital billboards which are plausible for displaying chosen ads after calculating the audience standing in front to witness the ad was only seen previously in the movie titled ‘Minority Report.’ Though now a very recent launch by a company, startup has also shared the same vision and has the goal to make such targeted billboard advertising as common as targeted online advertising.

The new billboards image

Immersive Labs has launched this unique technology regarding the billboard at TechStars' Demo Day in New York on Thursday. According to the information provided, the billboard processor combines the analysis of input video with the environmental sensors feedback, additively also keeping an eye on the Twitter and Foursquare figures and then finally formulates which particular ad would be best for the display at the moment.

For example, if we the scenario of having a young male audience detected through the video input to the processer, it was already know that an aftershave ad will be better suited rather than any tampon ad, hence it will act accordingly. Moreover, the processer will be constantly monitoring the Twitter and Foursquare’s public data for the identification of any event taking place. For example, if we take that a game is taking place in the specific location of a billboard, it will itself calculate that an ad of Nike is better suited to the scenario than a FedEx ad.

The technology of inputting the video data of the audience in front of the billboard, which Immersive Labs has used, is not exactly a new discovery. Plenty digital billboards are using the web cams currently even sp they can determine the relative statistical data of age and gender of audience which looks at the advertisements. In fact, they also keep an eye on how long a particular person looks directly at the board. The advertising companies have been accumulating this kind of information to measure effectiveness of ads and decide which ads to post in what areas.

However, the new thing inducted by Immersive Labs’ innovation is the ability to change the ad on the billboard right away, after the input of video and other inputs like environmental stats and twitter/foursquare. A test was conducted applying this new technology at the Boulder Prana store, and it showed that changes the ads on the feedback of the inputs collected could result in the improvement of more than 60%. The figure was calculated by measuring the time taken by the audience to look at the ads.

C.E.O. of the company, Jason Sosa, has stated that he is working hard and hopes that the company will be able to launch the final product, for the mainstream business on a large scale, within three to six months. Few temporary locations for these new billboards are also being worked out as they consider the St. Louis Rams stadium and JFK International Airport importantly.