Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

Can computer vision cure display blindness? An investigation into the impact of tailoring advertisements to demographic attributes of passers-by

Published: May 25, 2021


Saar Bossuyt, University College Leuven-Limburg; Floris De Feyter, KU Leuven; Kathleen Custers, University College Leuven Limburg


Display blindness, or the lack of attention for digital advertising displays due to low relevance expectations, is a major issue in the growing digital signage market. In this paper, we explore if recent developments in computer vision algorithms that allow to detect and classify demographic attributes of people passing by digital displays increase the relevance and hence the impact of digital signage. We set up two mobile eye-tracking studies to examine if digital advertisements tailored to the passerby’s gender (Study 1; N=117) or age (Study 2; N=181) are considered more relevant, receive more visual attention, and are better recalled. Both studies yielded similar results: while advertisements congruent with the participants’ demographic attributes were considered significantly more relevant than incongruent advertisements, this increased relevance was not translated into considerably more visual attention or better recall.


We are thankful for Hilde Walravens, who helped to carry out both studies.