When "Diamonds Are Forever" came out in 1971, film buffs and James Bond fanatics got a sneak peek at a futuristic technology that is now so mainstream that many of us carry it around in our pockets as part of our smartphones: A biometric fingerprint scanner.
Historically, biometric technologies such as retina, facial and fingerprint scans were used primarily for security systems and access. These technologies scan physiological characteristics of humans such as eyes, faces and fingerprints to gather data on a person's identity — which can be used to verify if he or she is allowed entry to a specific area, for example.
Today, these same solutions are being used to supply statistical information that can be analyzed to identify data about a person's behavior and engagement. This kind of technology has been around for years, and only very recently has been deployed to help digital signage deliver truly meaningful and impactful content.
The capabilities of biometrics and analytics are realized when combined with other technologies — such as digital signage — to hone marketing techniques with smarter content. Exact slices of a desired demographic can be targeted by using tools such as anonymous facial analysis to gather information about a customer and his or her level of interaction and engagement with a product. This information then triggers predetermined content based on the knowledge supplied to the system.
Biometrics coupled with digital signage has the ability to:
measure passing traffic, viewing audience, age, gender, dwell times, effectiveness of screen placement and even mood;
serve content based on custom criteria and real-time demographics;
measure content effectiveness remotely in real time;
monitor analytics from any location and view displayed content;
adjust content from any location to achieve better reach; and
present on-screen options for check-in, loyalty programs, surveys, dynamic pricing and product information.
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