Robin Arnold of Digital Media Technologies: Using network cameras allows more interactive digital advertising campaigns

Digital Media Technologies and Axis Communications unveiled an innovative campaign using audience detection technology -facial recognition- for the Women’s Aid initiative. The advertising campaign -aiming to create awareness among citizens about how to tackle domestic violence signs- showed in a very big digital screen a woman’s face that appear to be beaten. As bystanders passed by and watch the screen, the face began to heal. The more the people that watched the screen, the quicker the injuries disappeared. Once the woman’s face was totally without injuries, she said ‘thank you’. “This project was very effective in making visible Women’s Aid campaign and helped to boost donations with very good results. Historically, digital advertising in these big screens was difficult to sell, because it’s an expensive way of advertising” said Robin Arnold, Sales Director at Digital Media Technologies in a statement. He added that “the industry is beginning to recognize this type of short and high impact campaigns as an efficient and profitable way of making digital advertising.” For Arnold the success of this type of campaigns highlights the importance of using network cameras and “allows more interactive digital advertising campaigns which are more appealing than ever, increasing in this way brand perception and ROI.”