![](bg2.png)
rendered. Yet, if a potential customer is determined
to be a middle-aged man, an advertisement of wrist
watch, beer or alcoholic beverage may be selected
and rendered. As soon as the person exits the
camera’s field of view (or based on a pre-set time
out), the rendering of the advertisement is
terminated and the information rendering panel
begins to serve as a regular mirror again.
Those skilled in the art will appreciate that a
surprise effect from a sudden advertisement
displayed from a regular mirror (once a person looks
at it) combined with an original and convenient way
of delivering the targeted advertisement messages
significantly increases the advertisement effect (and
impression) on the person. Thus, the effectiveness of
the overall advertisement campaign is increased, as
well.
Furthermore, an additional data about potential
customers are collected. For example, an aggregate
data reflecting age and gender (or race) of patrons of
a particular establishment can be used for selecting
the advertisements that are of interest to this group
of people, including new people within a camera’s
field of view.
A system includes an information rendering
panel having a mirror or similar transparent surface
that is used (entirely or partially) for rendering
advertisements upon detection of a person in a
vicinity of the system.
The system comprises a detection unit for
detecting a person and a control module connected
to the information rendering panel and to the
detection unit. The detection unit includes a video
camera. The control module detects at least age,
gender and emotional state of a detected person.
This data are provided to the information rendering
panel for displaying advertisements appropriate for
the detected person.
The control module includes a storage medium
with recorded advertisement data. A camera can be
in a form of a web-cam and the control module can
download advertisement data from a web-server.
The control module determines data related to a
detected person and stores these data for future
references. In particular, the data can be used for
analyzing the needs of potential customers and for
developing future advertising campaigns.
The information rendering panel has a mirror
surface that deflects optical rays received from the
outside. At least a portion of the information
rendering panel is implemented as a display, which
can render the advertisements upon detection a
person within a field of view of the video camera.
The information rendering panel allows through
the optical rays generated by an advertisement
source (e.g., a special monitor) located behind the
information rendering panel (or within the system).
The control module can be in a form of a computer
that runs applications for determining person’s age,
gender and emotional state based on a person’s
image(s). For example, applications developed by
agisoft.ru can be used (Agisoft, 2014).
Additionally, voice analysis alone, or in
combination with visual analysis, can be applied to
identify a person’s gender, for example, and, the
subject matter of conversation between several
people, to further target the advertisement. Also
social network data (particularly, photographs in
people’s profiles, which can be matched to the
image received by the camera) can be used to
identify the person, and to assist in targeting the
advertisement based on data in the profile. Then, the
targeted advertisement is rendered to the person via
a monitor. The system can also ask the user
questions, and, in response, provide him or her with
both advertisements and relevant information (e.g.,
from the server), based on his responses, geographic
location and identified personal characteristics.
The control module can include a storage
medium for storing pre-recorded advertisements
(i.e., for example, a hard drive of a computer). Then,
the personal data of the detected persons can be also
stored onto the hard drive by the control module.
Figure 1 illustrates a system for targeted
advertising. A media source is connected to a control
server over the Internet and includes a web-camera
with an infra-red (IR) filter for detecting persons and
acquiring their images. The IR filter allows through
only the rays from the infra-red illuminated zone
that are produced by an IR projector. The IR lighting
allows for camera to operate in low (or dimmed)
lighting and increases the accuracy of person
recognition and determination of gender, race and
age.
The media source includes a computer which has
the following applications (components) installed:
a person recognition system;
a system for loading advertisement clips from the
control server;
a billing system for billing an advertiser for the
clips shown by a rendering device.
The computer allows for classification of a person
and selection of advertisement clips in real-time, on
the order of tens of milliseconds.
The media source also includes a rendering
device, which can be implemented in a form of an
LCD or plasma display for showing advertisement
video clips to potential customers. The rendering
ICORES2014-InternationalConferenceonOperationsResearchandEnterpriseSystems
154