The world’s leading face recognition technology collects information and is indeed divided into groups
DOOH (Digital Out of Home) is an out-of-home media with digital screens. In July 2020, 70{a96eba13d2356056c2450437ec1d154dfd66f8ccac03d74bbb73edd84c6436cf} of the out-of-home media in Australia are DOOH; it is estimated that DOOH’s global revenue can grow in 2021 30{a96eba13d2356056c2450437ec1d154dfd66f8ccac03d74bbb73edd84c6436cf}, in Australia and the United Kingdom can even reach more than 50{a96eba13d2356056c2450437ec1d154dfd66f8ccac03d74bbb73edd84c6436cf} growth, DOOH is considered to have a strong growth of emerging media. In Taiwan, Frontline Media Pilot TV is the only company with Digital OOH. At the end of 2020, it also began to join hands with the Yahoo advertising platform to join the programmatic buying family. The world’s leading face recognition technology collects information indeed. Daphne Chueh, head of digital strategy of Frontline Media, uses world-leading technology to digitize electronic signage and use face recognition technology to collect the information of viewers in front of the screen. Age, gender, and without the premise of personal information, collect the data of the viewers. Through the collection of data and the accumulation of big data, we can clearly know the attributes of each geographic coordinate (screen position) and the flow of people at each time. Advertising delivery to groups and audiences.” “We put the numbers into specific behaviors, that is, the collection and application of data,” said Daphne Chueh. Therefore, we are not talking about technical issues, but data issues. Traditional out-of-home media, through manual pre-arranging, broadcast fixed advertising videos, but through front-line media can accurately apply data, according to the changes in the audience group for accurate delivery, small to a store, large to the whole country, or The divisions of the north, middle and south can be carried out, which greatly improves the efficiency of time slot utilization and the accuracy of delivery. Frontline Media Digital Strategy Chief Daphne Chueh After the epidemic, the return of people to digital has the potential to lock the crowd and place advertisements. In July 2021, after the level 3 alert is lifted, it can be found from the data of Frontline Media that the traffic and behavior of viewers are Stabilized, “After the chain wash of the epidemic, consumers are more familiar with and more dependent on digital, making digital more potential for development”, Daphne Chueh thinks. In Yahoo’s 2021 Programmatic Buying Research Insights Report, it is pointed out that the utilization rate of programmatic buying by advertisers has increased by 80{a96eba13d2356056c2450437ec1d154dfd66f8ccac03d74bbb73edd84c6436cf}, which means that programmatic buying has become mainstream in Taiwan, and it also shows that advertisers recognize and accept programmatic buying. Accurate and effective . At the same time, Nielsen’s survey also found that 70{a96eba13d2356056c2450437ec1d154dfd66f8ccac03d74bbb73edd84c6436cf} of consumers have been exposed to outdoor advertising in the past week, and more than half of consumers have been exposed to in-store screen advertising. Therefore, outdoor advertising is definitely a way for advertisers to reach consumers. One of the most important channels for , is an integral part of the entire consumer journey. When DOOH enters the programmatic buying system, advertisers can use the big data on the platform, including geographic coordinates, population distribution, and even temperature, ultraviolet rays, to more accurately target consumers, and to use multiple materials more flexibly, and also after the event. Measure the effectiveness and optimize for the next delivery. “Trend is to lock the crowd and place advertisements”, and place advertisements for different locations and different trajectories to surround consumers. DOOH can be combined with other digital media tools in the entire programmatic buying ecosystem to fully grasp the movement of consumers. Assist advertisers to achieve their desired goals. More flexible sales and more transparent prices For traditional media outside the home, the biggest advantage of upgrading DOOH and joining the programmatic buying family is “more flexible sales and more transparent prices”. Through the accumulation of data, every screen can be displayed. It has clear advantages and can make the most effective use of time. In the eyes of advertisers, they can reach target consumers through DOOH, and in the programmatic buying system, the sales of time slots are more immediate and flexible. , the price is open and transparent, and also gives advertisers a sense of trust. This means that advertisers can reach accurate target consumers at reasonable prices, and DOOH publishers can improve the utilization rate of time slots and make better profits during prime time. For consumers, they can Access to the advertising content that really suits them, and the three parties have their own benefits. However, Frontline Media, as Yahoo’s technical partner in DOOH, is very willing to assist traditional media outside the home to connect with the programmatic buying platform. On the device, as long as the device has measurement, playback, and communication capabilities The one-function set-top box can enter the world of DOOH. Coupled with the serial connection with the programmatic buying platform, media outside the home can make content scheduling more real-time, faster, and more labor-saving in a digital environment, but achieve more effective utilization. “In the market of programmatic buying, DOOH is a traffic source that we think has great potential and wants to develop actively. We hope that under the close cooperation between Yahoo and frontline media, the market of DOOH network will be expanded, so that DOOH can be purchased in the entire digital media. play a crucial role in the process of the event,” Daphne Chueh emphasized.