A middle-aged man, for example, might see a shaving cream ad appear on screen.
Steven Platt, founder of PRI, said while video analytics will help campus IT chiefs better understand how many students and faculty are watching the signage—and for how long—retail will remain the domain of analytics.
“We’re really not finding anyone talking about selling ads” on campus-based signage, Platt said. “For [educators], video analytics is all about testing. … For companies, it’s important to understand message targeting, and if you’re not selling advertising on campus, the value just isn’t there. I don’t see video analytics as having any role today in higher education.”
Ballstadt said ISU technology staffers create the campus’s digital signage content, and talks of expanding digital displays to more buildings haven’t included discussions about the value of video analytics.
“I don’t see it as being something that we’re really willing to invest in,” he said. “It probably isn’t an expense that we’d consider.”
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