Can an innovative idea become a "must-have" technology?

New features of the SAB advertising ecosystem.

Any established process (system) that we are accustomed to and perceive as the norm always has two sides: the benefits of its use and the inconvenience or even harm from the functioning of this process. We are used to perceiving them in the “benefit/inconvenience” complex, and if the benefit is objectively present, then we are ready to put up with some inconvenience. But over time, as the scale of such a process increases, the following pattern emerges: the benefit is fixed at a more or less stable level, and the negative factors begin to grow. This manifests itself quite slowly, often masked by other factors. As a rule, we begin to notice defects in the system at the moment when negative factors already have a strong impact on the system’s operation and economic indicators begin to fall. A decrease in process efficiency ultimately leads to stagnation of the entire system. Was there anything that could have been done to prevent this? Could the issue have been resolved at an early stage? Yes, it is possible.

Innovation is a novelty that ensures increased efficiency in a process. Every process has its own life cycle. Every time a process has completed its previous life cycle, it is innovation that takes the process to a new level, bringing more benefits from use and reducing negative factors. It is the transition to the next innovative level that allows us to avoid significant economic losses. Accordingly, it is extremely important to constantly monitor the emergence of innovations, test them and implement them at early stages. Those who use such an innovative approach will always be a winner.?

Let's now move from abstract processes to a specific industry: advertising, or more precisely its fastest growing part, OOH (out-of-home) advertising. Absolutely all of us are consumers of advertising out of home (on the way to work, to a shopping mall, at the airport or in a cafe) and we all understand that neither trade nor any services can exist without advertising. But the advertising industry, which has made a huge leap over the past 10 years, has also brought inconveniences in the form of a huge flow of advertising information, which our brain is no longer able to productively perceive. Digitalization has brought us a new advertising tool - digital advertising media, which have great advantages over static advertising, but in the context of the problem of oversaturation with advertising information, only increased the amount of "advertising noise". As a result, the effectiveness of advertising began to decline. Faced with this problem, advertisers are forced to increase advertising budgets, factoring the increase in costs into the price of the product. But in today's fast-growing metropolis, advertising will increase every year, and the problem of decreasing advertising effectiveness will only get worse.

It is clear that the advertising industry is already in need of innovative changes. That's why we're created an innovative SAB advertising ecosystem based on digital OOH advertising targeting. In simple terms, not everyone is shown the same advertisement, but each one is shown their own.

Let's take a closer look at what SAB ecosystem is.

The SAB device (a small box with an external camera) connects to any digital screen in a store or shopping mall in just 10 minutes. Using advanced AI and computer vision technologies, the device determines the demographic profile of a store visitor in just 300 ms and provides them with relevant content based on the potential interests and preferences characteristic of that profile. At the moment of recognition, each viewer is assigned a temporary ID code with a set of received statistical data, which is used for advertising targeting. All information is depersonalized and does not contain photo images, but only a digital ID code and statistical information. Moreover, this information is updated every second, which allows us to track changes in the emotions of the viewer of the advertisement and changes in his interest in what he saw, which in turn opens up opportunities for interactive interaction with the viewer of the advertisement. In addition to analyzing the audience of advertising viewers, the SAB ecosystem has the ability to manage the broadcast of advertising content in real time based on the received data about the viewer and pre-set triggers and display scenarios. This opens up enormous opportunities for a fundamentally new technology of adaptive advertising, advertising that adapts to the viewer, his mood and interests at the moment. The display of advertising is also adjusted to the gender and age group of the viewer (you didn’t think that men and women are interested in the same advertising topics, did you?). In the SAB ecosystem, advertising becomes a two-way communication between the ad and the viewer, rather than just a one-way display. Advertising content that is not of interest to the viewer may be shown in a shortened version, while content that is of interest to the viewer may be continued with a personalized offer. Imagine advertising that allows you to compare the reaction of viewers to two different advertised products and, based on a series of such measurements, understand which of the products will be in demand and which will not. Another example: imagine an advertisement that can directly address the viewer and change the development of the plot of the commercial depending on the viewer's reaction. All these and other functions are provided by the innovative SAB ecosystem. Isn't this exactly how you imagined advertising in the future? Are you really ready to give up all these opportunities and go back to the old principle of showing the same ads to everyone?

Of course, the price we pay for innovation is important. In this case, the price of using all these benefits of the new ecosystem is only $99 per month by subscription. The SAB device itself is provided free of charge upon conclusion of a contract for six months or more. There is also a free test drive function*, a lifetime hardware warranty, 24/7 technical support and online consultations on the capabilities of the SAB ecosystem. The pilot project is currently being implemented in Dubai.

By creating the SAB ecosystem, we wanted to incorporate fundamentally new capabilities for digital offline advertising into this system, make it a "must-have" categories technology, containing new qualities for both advertisers and viewers, reduce the problem of "advertising noise", create new, previously non-existent advertising mechanisms capable of moving the advertising process to the new higher level. Over the three years of creating the SAB ecosystem, we have become increasingly convinced of the correctness of the concept of personalization in advertising, and that the transition to such an ecosystem is only a matter of time.?

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*At the moment, a free test drive is only available for stores and shopping malls in Dubai.

** For other regions, we are ready to develop an individual plan for implementing the SAB ecosystem.