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Digital Display Screens: Amscreen’s Digital Consumer Tracking

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  • 14th November 2013

Customised advertising is nothing new. It is used daily with tracking cookies over the Internet. In the real world, advertisers strive to find a more accurate way to determine whom their ads are seen by. Amscreen has created a system that will dramatically facilitate this process with Digital Display Screens that use tracking technology.

Digital Display Advertising

Customised Advertising

British company Amscreen partnered with petrol corporation Tesco to create new advertising screens that follow customer usage. The displays present particular advertisements based on customers’ personal viewing habits. The system is similar to how web developers use cookies to track customers online.


When a customer clicks on a web advertisement, a tracking cookie identifies the ad and the time it was clicked. The information is used to provide future ads for the same IP address. The customer will continue to see ads from the same company of for related products.

OptimEyes by Amscreen

Amscreen developed the smart display system by using digital displays found in retails shops and businesses. The difference comes in the fact that these advertising screens also feature a camera. Using its own algorithm, the camera can detect whether customers are looking directly into the display. If so, the screen then detects if the viewer is male or female. Furthermore, it makes an approximation as to the customer’s age. OptimEyes uses video processing to detect and classify consumers by spotting the patterns of the face. As long as it stays within the field of view, the screen will follow.

Digital Display Screens

The information gathered by the screen is immediately sent back to the advertising company. The company is then able to adjust the display according to the criteria of the customer viewing it. The benefit for merchants is the ability to receive real-time data regarding the number and types of customers watching a specific ad. This data is essential for improving the accuracy and effectiveness of a company’s advertisements.

Is It an Invasion of Privacy?

For shoppers, this creates logical concerns about privacy. Will there be cameras around to watch every action they take while in or near a store? Will personal shopping details be made available to anyone who passes by the same ad?

Cameras are already watching more than most people realise. Security cameras are usually in every protected building or important area of business. In large cities, traffic cameras keep watch over intersections to deter drivers from breaking the law.

These measures are done in the name of safety. Security cameras can provide crucial evidence of criminal activity while traffic cameras do the same for unlawful drivers. If citizens are willing to accept the invasion of privacy by these entities, the same can be considered for advertisers.

Amscreen assures its OptimEyes system does not save images of customers. It only works to distinguish customers by gender and age. The face detection data presents personal images from being recorded or seen by human eyes. To be completely secure however, the technology should be able to resist attacks by identity thieves.

While commercial surveillance isn’t essential for everyday living, it still offers peace of mind. Customized shopping experiences can make the task much more enjoyable for those who have a hard time choosing products they need. For those who manage shopping well, trips could be much shorter if they are automatically directed to items of interest.

Similar Technology

Amscreen is not the only corporation using such methods to track customers. Italian company Almax creates mannequins with cameras that can spy on shoppers in high-end boutiques. At the Venetian hotel in Las Vegas, video monitors scan visitors by their physical traits in order to suggest restaurants and entertainment.

Retail Displays Point of Sale

The technology proves beneficial to both advertisers and their customers. Shoppers gain the privilege of only seeing ads that are relevant to their needs while advertisers can focus only on customers most likely to buy from them. By accurately following the traits of consumers, advertisers can guarantee the greatest exposure to their target audiences.

Danny Chard is the Managing Director of Assigns Point-of-Sale and Graphic Display Systems

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