Ad displays to feature face tracking technology

Amscreen has announced a partnership with Quividi that will see face tracking technology used in outdoor advertising displays.

The collaboration will see digital media network owners Amscreen use Quividi's face tracking technology across their portfolio of more than 6,000 screens which have a claimed weekly audience of 50 million.

Amscreen are the first media owner to adopt this technology on a large scale in Europe following an extensive year-long trial. Using Quividi’s audience measurement system, they will offer a breakdown of data by gender, age, date, time and volume based on who looks at the screens.

Amscreen CEO Simon Sugar said: “We are all aware that the media industry as a whole is moving more and more towards real-time planning and audience measurement and away from traditionally modelled audience metrics hence we are now placing significant investment and resource on delivering this kind of depth of insight.”

Olivier Duizabo, CEO at Quividi, said: “Amscreen’s decision to standardise audience measurement on their networks with face detection technology is a great move for the ecosystem: digital out-home and digital place-based media will continue to grow faster as advertisers gain better understanding of their true return on investment.”