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NEC shows digital signage audience-measurement system at Gartner Symposium

An experimental facial-recognition system developed by NEC is letting advertisers know the age and gender of those looking at a screen. Dubbed the NEC Next Generation digital signage Solution, the unit was on display at the Gartner Symposium ITExpo this week.
Like most digital signage audience-measurement systems, it doesn’t store any personal data about its viewers, only anonymous demographic stats.

The NEC Next Generation digital signage Solution

Takeshi Yamamoto, vice president of strategic alliances in the NEC IT Solutions Group,told Network World:

Companies running digital ads have no idea of what people are around it — you’d have to have someone there physically counting them today. The NEC facial-recognition system focuses in on passers-by, guessing age and gender with surprising accuracy. Age might be expressed as falling within a 10-year range, for example.
According to an NEC engineer, the longer a viewer stays in front of the camera, the more accurate it gets, and viewers can see the data about them floating above the image of their heads, like a virtual halo.

digital signage audience-measurement system at Gartner Symposium