Addreality Face

Addreality, the Russian software developer in the field of Digital Signage and client analytics, developed the system of face recognition Addreality Face. The new solution measures and analyzes behavior offline - audiences in real time, targets content for target groups and optimizes interaction with visitors. The solution is intended for network shops, the HoReCa enterprises, banks and also welfare and educational institutions. Addreality Face will add a main product of the developer – the Addreality platform for management of digital communications.

Addreality Face will help retailers and brands to manage offline - communication with clients on the basis of accurate measurements and analytics of data. By means of video analytics a system measures and estimates audience, creates contextual interactive scenarios for different groups of people. A system can be implemented in any DOOH solutions (Digital out-of-home), for example, to use on a digital billboard or a show-window.

Addreality Face defines persons less, than in 0.2 seconds, estimates influence of the message with an accuracy of 95%, counts OTS (opportunity-to-see) and time of attention and also allows to carry out And / V-testirovaniye. Gender classification happens with an accuracy of 90%, and age includes 4 categories – children, young adults, adults and people of advanced age. A system will also recognize length and hair color, race, vegetation type on the person, the put-on accessories and clothes. At the same time personal data of visitors will be in security: the module Addreality Face on analytics without attribution.

"The systems of face recognition and video analytics are traditionally applied in security systems. We directed our forces to optimization of communications with visitors. Our technologies are aimed not at tracking people, and on making their life it is more convenient – for example, to give really useful information on consumer group. Addreality Face will help to create interactive scenarios of interaction and will make communications with the people who were more personalized – in any places, from shop to the museum. Using video analytics of the company will be able to understand whether the target audience of their message as it reacted to them received and as it is possible to develop communications. Unlike digital-Wednesday, offline to obtain such data much more difficult. Now brands and retailers had an effective tool for this purpose", – Galeyev Sergey, the CEO of Addreality comments.

According to experts of Addreality, emergence in the market of solutions in the field of video analytics will change not only the principle of interaction of brands with people, but also all market of outdoor and internal advertizing. "The solutions similar to Addreality Face pave the way for programmatic-technologies – the automated procurement process of advertizing on the CPV model (cost per view – payment for viewing). The system of face recognition installed in specific shop provides analytics and demographic data of visitors for RTB (Real Time Bidding is purchase of advertizing in real time on the basis of an auction). On the basis of these data the advertiser sees in what shop there is its target audience and how advertizing demonstration is effective there. Technologies will allow to buy far off advertizing placement in the selected point and to show advertizing to the target consumer".

Sensing technologies of persons and video analysts gradually are implemented the companies worldwide. In particular, in 2015 the Walmart, Giorgio Armani and Macy's brands announced start of development of own solutions, Ant Financial Services Group uses Face ++, the China's first platform for face recognition developed by Megvii, and KFC China tests technology, offering the choice of food based on age, sex and mood of people. One of the most known projects in this area is the shop without cash desks and personnel of Amazon Go.

2018: Joint solution Gromvision and Addreality

The Russian developer of the systems of digital communications Addreality and Gromvision system integrator in February, 2018 provided the system of digital marketing for communication with clients in sales points which consists of the systems of video display created by Gromvision, and the Addreality platforms on content management and also the products Addreality WiFi and Addreality Face. Read more here.