Digital Signage with Audience Analytics: Next Big thing in Smart Cities

Digital Signage with Audience Analytics Next Big thing in Smart Cities
Digital signage is a screen of any size that can display any kind of content like digital images, video, streaming media, web pages, weather data.

Digital signage can be defined as a screen of any size that can display any kind of content. The content can be in a video, image, or a textual format. Be it public offices, metro stations, libraries, hospitals, or shopping malls, digital signage helps in extending user-friendly experiences.

The display will be connected to a computer or a central hub. The onscreen data can be updated over an internet or LAN or Wifi. To make the data transmission seamless, the data will undergo lossless compression before getting transmitted. The same data can be streamed on multiple screens with different screen resolutions.

Role of Digital Signage in Smart Cities

A coherent view of many urban projects currently undertaken gives us an idea how the idea of a smart city is gripping big players. Smart cities infrastructure offers connected experiences where information is continuously exchanged. Most of the smart city devices need the information displayed in a convenient form. Digital signage offers a flexible solution to display digital images, video, streaming media, web pages, weather data.

What is Audience Analytics?

Audience analytics involves evaluating real-time audience data using artificial intelligence to decide on the content/message that can be delivered in future. It gives in-depth information on the format, duration, platform and timing of the message the specific set of audience can absorb.

In the same way, video viewership can be tracked in real-time to know audience engagement for a specific ad or commercial. This can also include the time when a viewer stopped viewing the video or figuring out why the viewership fell for a specific time-window.

Why Audience Analytics goes well with Digital Signage?

A digital signage can display content unidirectionally on its screens. When coupled with a camera, digital signage can make the information exchange bi-directional. While a user views the content on the screen, a camera in sync draws insights on user preferences with his eye movements.

If a set of data is interpretable on a real-time basis, it can instantly customize the messaging as per the viewer needs.

For instance, in a trade show like Embedded world or Dreamforce, we can position cameras at crucial vantages across the place. They can accurately track the frontal faces of the audience thereby capturing their mood, attention span and even instant changes in their expression when watching a presentation. Also, it can precisely count the audience who entered the event venue but did not show interest in any event/presentation.

High-Resolution Cameras with Digital Signage

We can fetch a lot of useful information from the audience while they engage with digital signage. If we leverage this to offer better experiences, it adds towards meeting the goal of smart cities.

The utilities of a digital signage coupled with a camera are not limited to those stated above. A high-resolution 4K camera in place of an ordinary 1080p or 720p camera can even further its benefits. For instance, we can use the insights to create demographic personas which can be served with customized content. The eye movements of a viewer can be fetched to determine the exact frame of a video in which he was interested.

To accomplish greater utilities, one needs to come up with ingenious smart city devices enabled with 4K video capture and display. Inforce’s production-ready Micro-SoM 6601 powered by Snapdragon 820 can help companies to innovate their smart city possibilities. It supports 4K Ultra HD video with HEVC playback & capture.


Pradyumna Kulkarni

Pradyumna is SMART Embedded's Digital Marketing Manager. He writes on TechHealth, VR, Smart Cities and IoT

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