Walking past a bus stop may never be the same, signs are increasingly becoming digital. GranataPet Snack Check interactive billboards in Germany dispensed dog food using foursquare check-ins and McDonalds recent Pick N Play digital signs in Sweden saw consumers playing ping pong on the boards using their mobiles. Players that last for 30 seconds are rewarded with a digital coupon for their favourite McDonald’s treat.
Whilst Immersive Labs who specialise in digital signs have already developed a viewer centric A.I. sign that can learn when it is best to play a certain advert, NEC has tested billboards in Germany and Japan with built-in cameras that can discern age and gender.
In my opinion, Immersive Labs technology is impressive, but it has yet to recognise the person as a whole. This includes the consideration of not just physical attributes, but mental, including what they like, dislike, prejudice, social awareness and environmental influence – this is key when creating truly bespoke campaigns for consumers.
The Centre for Future Studies believes that by next year Emotion Recognition Software (ERS) will be widely used within out-of-home media, yet will this also be adopted within the home as well? The software developed by Theo Gevers and Nicu Sebe in 2007 used 3D face mapping to work out which facial muscles were in use and determine the emotion. As a result, digital adverts will become more human, reacting to consumer reaction, consciously and subconsciously. Scary, aye?
Imagine if adverts started to target you by your nickname? What if they knew your deepest darkest desires? Could they evolve to know you better than you do? Just Imagine.