Direct Line Blog

Digital display gets personal

Share this article:
I've sometimes wondered whether digital displays can be considered direct marketing. Sure, they can be placed in specially-selected areas in stores that attract a certain type of customer, but once they're in place, they're pretty much stuck. Any old Frank McUnTargeted lost in a gigantic big box store could easily run into them, just as the perfect customer could turn one aisle too soon and miss out.
TruMedia may be on its way to solving the problem: the company has developed technology that allows digital signs to recognize individual people. Older versions could tell the difference between an adult and a child, and also had the power to determine gender and ethnicity. Now, the eerily insightful machines can decide if you're a senior citizen, too.
Once the TruMedia sign has your target demographic filed into its little machine brain, it can serve up ads designed specifically for people like you.
Of course, I imagine the technology isn't perfect. After all, not every pre-teen girl will thrill at seeing an ad for Hannah Montana shampoo -- and imagine the backlash if it targets a 35-year-old mom with ads designed for a 72 year old.
When you compare it to that static signage of yore, though, this technology is a great step towards "direct-ifying" in-store ads.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The USTA's Strategy to Ace the Customer Experience

The USTA's Strategy to Ace the Customer Experience

The US Open may be the organization's centerpiece, but its CX strategy is a year-round endeavor.

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.