What is “pay-per-face” or “pay-per-look”? Well it’s a way for advertisers to charge you for very specific and targeted views of content. Miami-based AdMobilize (jobs at AdMobilize), is expanding its concept of “Google Analytics for the real world.” The company has released a second version of its AdBeacon device and accompanying software. This is after testing the previous version in 30 companies over nine countries. They’ve recently announced an acquisition of a new $1.6 million in funding.
CEO and founder Rodolfo Saccoman says the small device now has GPS, a 5‑megapixel camera, a Linux computer board, and “advanced facial detection.” The AdBeacon is a detector of real-world customers. You put the device on the wall or counter top close to a digital billboard or display ad, and set it to Wi-Fi for access. On your desktop, you or a store manager can scrutinize what’s happening the same way you would when looking at web analytics for a website.
You want to find out why visitors/customers do what they do, who they are, and what they may prefer. For instance, you may want to know why one side of a store aisle gets more customers than another, or how many people have actually seen that ad on a digital billboard. Another feature of the AdBeacon is how long someone stares at an ad or “dwell time”, Saccoman says the camera plus facial detection determines which way a person is looking, and for how long.
The software can determine what in the store is being looked at by the direction of the gaze. That allows you to know how many people looked at that new “sale” sign, and the duration of awareness. If you integrate the content with a management system you can boost your analysis of the advertisement. AdMobilize is currently working towards an integration with leading CMS’s. Since AdBeacon can perceive all the people within the viewing space you can easily determine your peak traffic times. It’s also designed to track the age of customers, their gender, their emotion, as well as their ethnicity.
They claim the system can determine gender and age with about 90 percent accuracy, plus or minus five years. The market for this type of product is mom-and-pop stores, large retailers, airports, and digital billboards. Verizon is offering AdBeacon as part of its small business connectivity program. The cost of this service is $100/month for one device and supporting software, with discounts for more units.
Another company called RetailNext (jobs at RetailNext) is a platform that uses “a lot of Wi-Fi to obtain data” about stores’ customers, whereas AdBeacon uses algorithms and a camera. Saccoman also noted that the London-based Quividi “has been doing a good job,” but they employ a variety of equipment, whereas AdBeacon is one small unit. Saccoman makes clear that his device is a “plug and measure device” that can be set up in a few minutes. The new funding will be spent on sales and product development. Since the company’s inception in 2012 they’ve raised a total of $4.5 million.
How many of you young developers want to get into something that is going to be big time? Pay-Per-Face, burn this term into your brains! It’s going to be the future of marketing, oh yeah and surveillance.