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Vsblty facial recognition technology in connected digital signs collects fan info at Rose Bowl

Vsblty facial recognition technology in connected digital signs collects fan info at Rose Bowl

In partnership with entertainment, sports and fashion leader IMG, Vsblty organized a biometrics-based audience study at the 106th Rose Bowl Game in Pasadena, California on January 1, 2020, the company announced. The data collected through signage analytics can help entertainment companies and sports locations improve staffing levels and user experience.

“Traffic count and other venue data collected, when combined with machine learning, can help improve operational efficiencies and venue logistics,” said Jay Hutton, Vsblty Co-founder and CEO, in a prepared statement. “Facts about fans, their habits and actions—in addition to demographic and psychographic information—will help plan audience activities as well as serve as a tool to validate the value of on-site advertising impressions to sponsors.”

By deploying high tech video cameras and video display signage in front of the stadium, key information about the nearly 90,000 attendees was easily collected, according to the announcement. Vsbilty’s VisionCaptor and DataCaptor software leverage machine learning and computer vision to deliver customer engagement and audience measurement. Vector, an AI-driven software product, uses biometric facial recognition to detect weapons and pick out suspicious individuals in crowded places.

On the way to the stadium, four cameras were installed in different activity areas where player videos and advertising messages were shown. Vsblty kept track of the number of fans, what they watched and for how long, and identified their age and gender. Overall, it captured 30,000 impressions in real time that will help optimize content and targeting by understanding how users act and react.

By 2024, Berg Insight estimates shipments of connected digital signs will reach 32.8 million units, writes IoT Business News. High demand in all market verticals led to 16.7 percent growth in connected digital signs in 2019.

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