Sinar Mas Land and NEC tie-up for smart digital OOH advertising

Sinar Mas Land's Living Lab and NEC have collaborated to develop smart digital advertising within the Sinar Mas Land smart city ecosystem. A smart digital billboard has been installed at The Breeze and BSD City Modern Market as part of the pilot launch and will later be widely applied in all Sinar Mas Land projects. 

According to Sinar Mas Land, the smart digital billboards, which use NEC Field Analyst Software, aim to disrupt the conventional ad business in the development of Indonesia's digital industry. The real estate company added that the smart digital billboards offer a solution to measure the effectiveness of offline advertising and consumer targeting.

Brands often find it challenging to calculate the effectiveness of offline ads due to problems in calculating the number of target consumers who see the ad. As a result, these ads cannot be tailored to target consumers of different demographics. Sinar Mas Land said that NEC's Field Analysis Software reports real-time data on the number of people who viewed, allowing advertisers to pay the appropriate rate for that moment. 

Sinar Mas Land's chief transformation officer, Mulyawan Gani said the technology implemented by the smart digital billboard has further strengthened BSD City into a digital smart city. Existing smart digital billboards will be integrated with NEC Field Analyst Software to utilise information from CCTV and other cameras in real-time. NEC's biometric technology will then recognise faces and classify them by age group and gender.

Faces detected by this system are only used to identify profiles according to customer groups and no personal data information will be stored. Based on this data, the smart digital billboards then display ads that match the target audience with that person's profile.