OK, so this is not related to the web, but it’s technically inclined.
NTT Communications in Japan is testing a new way of measuring the impact of offline billboards. This will be done by hooking up a camera with recognition technology that will scan by-passers to sense the level of enthusiasm or interest in the ad on the billboard.
I’ve written about the use of QR codes on Japanese billboards as a way of linking an offline billboard poster with an online website or information page… but this presents a different dimension. It’ll be interesting to see how the data from the recording is stored, presented and then analyzed. If the facial recognition is advanced enough it should be able to read and sense facial reactions…
Will this kick-start a new method of measuring marketing success? Will Google come up with an interface to report on these results? If the NTT tests are successful, it seems natural for Google to step in with some advertising analysis solutions.
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