Many markets are meanwhile at a stage where it is no longer about satisfying product requirements but also about achieving value standards. Nowadays, brand preferences and acts of purchasing are more than ever influenced by the individual’s personality, values, characteristics, views: You buy what you identify with.
In order to still do justice to every person, Fraunhofer IGD develops technologies allowing digital advertising systems, for instance, to individually fade in advertisements attuned to the respective visitor without violating his personality rights and privacy.
What do these technologies accomplish?
The technologies developed by us are able to record and analyze personal characteristics without identifying the person itself. They allow for an interaction between the system and the viewers. This interaction is based on the individual characteristics of the respective viewer. The technologies statistically evaluate visitor streams and their mood, in a completely automated manner.
What can they be applied for?
One potential application example is Digital Signage (digital billboards). We see them in pedestrian zones, at train stations and airports, but also in the retail industry. The target-group specific selection of content has been difficult so far. Most systems present the content in a static order based on expected customer behavior. Interactive systems are equipped with touch screens or gesture control. In this way, customers may select content they are interested in. However, the systems are not able to capture the characteristics of the customers in real time or provide any feedback during interaction.
With the technology by Fraunhofer IGD, viewers will see advertisements which are also be relevant for them. The advertisement faded in will attune to the viewer without compromising his personality rights and privacy. The technology is not able to identify a person.
Anonymous analysis of data
Some of the characteristics which can be analyzed anonymously are:
Estimated body measurements
Estimated clothes size
How does BioLens work?
With the help of cameras, it recognizes different features such as the person’s sex and approximate age by means of physical and facial characteristics. It differentiates between male/female and old/young. Furthermore, the software also notices the attention of the viewer and is thus able to provide statements on whether or for how long an advertisement was seen.
The application is individually adapted to certain situations and fades in advertisements for a pre-defined target group, for instance. The system has on file, for example, that the new action movie is interesting for young men, while the advertised cruise is geared towards senior citizens. The system exclusively uses anonymized information. Camera or other personal data are not stored.
Our ”Identification and Biometrics“ competence center realizes biometric applications and helps companies, public authorities and the general public to keep track of the wide technology field of biometrics.