A study on body motion recognition in OOH will show consumer behavior

Clear Channel and Kinetic, along with 3D Exposure, have launched the first body motion recognition test (body movement) In an interactive screen that will allow us to understand the best way to interact with the consumer in out-of-home environments and advertising (Ooh).

The City of London is the scene of the first research on the recognition of the movement of the body in out-of-home (Ooh), using innovative technology with an interactive dashboard. The premise of the study launched by Clear Channel, Kinetic and 3D Exposure, is to understand the optimal consumer interaction with OOH environments and advertising. Research will result in unique content, informative and dynamic never before used by an advertiser in this environment.

Content that encompasses the full repertoire of consumer interaction, including body movement, Facial recognition, touch screen, Social Media, as well as the most recognizable SMS text messages, QR and NFC codes, has been designed to monitor consumer behavior and interactivity. Participants will have to complete different tasks that will allow them to observe the preferred form of interaction that will result in the first observations of consumer behavior with such a technology..

Matthew Dearden, CEO of Clear Channel, has assured: “We are thrilled to partner with Kinetic on this pioneering study.. People spend more time away from home, And technology is enabling new ways for brands to engage with them.. So this pioneering research will show how people react to new outdoor advertising-enabled technology., and what works for them and brands. We are very proud to lead the industry in deploying and understanding the potential of these new media.”.

For its part, Nick Mawditt, Director of Global Marketing at Kinetic, "This innovative project will offer the first samples of the wide range of interactive consumer preferences and help brands understand dynamic interaction with consumers.. It could change the world of advertising for the future”.

This pioneering research will offer brands unprecedented insight into consumer behavior and preferences. It will also open up great creative potential and help transform the way advertisers communicate and connect with their audience.. The rehearsal will take place for two weeks on an interactive screen placed in front of the South Kensington tube station., on London's Cromwell Street.

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