The Intel Set Top Box Plays Commercials Customized to Viewers
Parul Rohatgi — June 11, 2012 — Marketing
References: reuters & nbclosangeles
Marketers are getting smarter about targeting ads at specific audiences, and the new Intel set top box is a great tool for TV marketers. Rather than play random ads, it considers the viewers and plays ads targeted at these specific watchers. If you and your girlfriends were watching TV, the Intel set top box would show beauty and skincare ads. If your eight-year-old son was watching, it would play toy and video game ads.
It must be clarified that the set top box cannot specifically identify people in the room. Instead, it makes out the gender of the viewer and also the age bracket using facial recognition technology. It then uses these criteria to choose specific advertising.
This box is set to launched by the end of the year. Given Intel's plans to enter the cable TV industry (dominated by strong players like Comcast, Direct TV, Time Warner etc.), the Intel set top box would definitely give it a distinct edge.
It must be clarified that the set top box cannot specifically identify people in the room. Instead, it makes out the gender of the viewer and also the age bracket using facial recognition technology. It then uses these criteria to choose specific advertising.
This box is set to launched by the end of the year. Given Intel's plans to enter the cable TV industry (dominated by strong players like Comcast, Direct TV, Time Warner etc.), the Intel set top box would definitely give it a distinct edge.
Trend Themes
1. Targeted Advertising - The Intel set top box uses facial recognition technology to play ads customized to the viewers' gender and age bracket.
2. Facial Recognition Technology - The Intel set top box utilizes facial recognition technology to identify the gender and age bracket of viewers, allowing for targeted advertising.
3. Personalized Marketing - The Intel set top box enables marketers to show ads specifically tailored to the preferences and interests of individual viewers.
Industry Implications
1. TV Advertising - The Intel set top box presents disruptive innovation opportunities for the TV advertising industry in terms of targeted advertising and personalized marketing.
2. Cable TV - The Intel set top box gives Intel a competitive advantage in the cable TV industry by offering unique targeted advertising capabilities.
3. Technology - The use of facial recognition technology in the Intel set top box opens up disruptive innovation opportunities in the technology industry for personalized marketing and user experience customization.
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