Innovation will set you free!!! Ad targeting using face recognition has been long demonstrated at screen & signage expos across the globe for the last few years so it is very exciting to see this campaign by Plan UK.
UK out-of-home industry first - interactive advertising, amalgamating facial recognition, touch screen and sound. Plan UK’s Because I am a Girl campaign, which highlights the plight of the world’s poorest girls, today launched the groundbreaking interactive ad on a Clear Channel screen on Oxford Street which will run for the next two weeks.
The campaign uses state-of-the-art facial recognition software to determine the gender of interested viewers standing in front of the screen. Once the viewer has opted in to see the advert by touching the screen, women and girls see a 40 second advert whilst men and boys are shown alternative content, helping to raise awareness of important global issues.
This new technology, which is fitted inside 6 sheet poster units, is revolutionary to brands as it allows consumers to potentially view, browse, create, share and download HD content, connect to social media, interact via the touchscreen or gesture, and even star in the ads using augmented reality.
It gives advertisers enormous flexibility in how they engage their audience and presents a richer brand experience that can be powerful as well as fun and interesting. And all of this can be done while waiting for the bus.
It would be good to see market standard use of this technology especially with cosmetic brands on outdoor digital sites as gender based ads in this space is so much more relevant to the passerby.