Interactivity & Insight – Inwindow Outdoor and Intel® AIM Suite

Date: 
05/18/2012

Executive Summary:

Inwindow Outdoor and Intel have recently launched the “Experience Station”, an interactive digital display system employing multi-touch gesture, near field communication (NFC) and Intel® AIM Suite, in interactive display systems. 

The Experience Station was designed to answer one of the most critical challenges facing the Digital out-of-Home (DooH) industry – how to attract and hold the attention of viewers, in public environments, where there are seemingly endless distractions. By deploying interactive technologies and Anonymous Viewer Analytics (AVA), Inwindow Outdoor was able to increase dwell time from a few seconds to minutes. 

The Challenge:

In our fast-paced world, digital signs have a very brief opportunity to attract and hold the attention of potential viewers.  In some DooH environments there’s a “captured” audience (point-of-wait), while in others the audience is fleeting (point-of-transit). But either way, generally there’s only brief moments for messages to be impactful. To connect with people, we must motivate them with engaging, relevant content. 

Research in behavioral and cognitive science has shown that people learn best when multiple senses are engaged. Sight, sound and especially touch, are how we interact with the “real world”. Touch makes learning “sticky”. We remember what we’ve touched. 

Today, people are bombarded with thousands of marketing messages every day. Visual eye candy” alone is not enough to cut through the clutter of advertising. The industry must turn “viewers” into “participants”. 

Add to these two challenges, the need to measure and analyze the audience. Without a deep understanding of audience demographics and consumer behavior, the digital signage industry cannot fully assess the return-on-investment (ROI) from their network, individual signs and on-screen content.  Information is essential to developing a winning business model and effective marketing strategies. 

The Opportunity 

Our companies both believe the future of digital signage is personalized, interactive and measurable and that’s what Experience Stations are designed to do. - Steve Birnhak, CEO, Inwindow Outdoor 

Inwindow Outdoor and Intel saw these challenges as a major opportunity to demonstrate the full power of interactivity and analytics.

The Experience Station employs Intel® AIM Suite to begin the audience engagement process. AIM Suite determines the gender and age range of people glancing at the station’s 70 inch screen. This information triggers the content management system (CMS) to display on-screen messages and interactive experiences likely to appeal to the viewer’s demographic group. 

It all happens in a fraction of a second, so the potential audience pool is much more likely to see messages that are relevant to them, than with pre-programmed content scheduling. Privacy is fully protected. AIM Suite does not record images of participants or collect any personal information.  

With real-time content triggering pulling in an audience, touch and gesture transform them into active participants.  They become physically involved in this self-guided experience. The station utilizes 3-D cameras and Microsoft Kinect to map the position of participants and track their gestures. With the swipe of their hand, participants can check the weather, watch a movie trailer, download tickets to smartphones, play a game to unlock coupons, or insert their image into a movie trailer or advertisement. The possibilities are endless.

The Results:

The Experience Station was revealed by Intel and Inwindow Outdoor at the National Retail Federation (NRF) annual trade show and the Digital Signage Expo (DSE), in 2012. There are currently five Experience Stations installed in hotels and malls, in New York, Dallas, Atlanta, and Philadelphia. 

Intel® AIM Suite analytics are also being employed to measure demographics and track interactions on an ongoing basis.  This will enable advertisers, marketers and brands to better understand which activities, interactions and messages are most effective at attracting and holding the interest of consumers. 

The early results are clear. By combining interactivity and analytics, Inwindow Outdoor and Intel have increased dwell time from seconds to minutes. For example, in “point-of-wait” environments, dwell time can average three to five seconds, but increases to one minute, thirty seconds while interacting with the Experience Station.

Questions? AIM Suite Knowledge Base