An eerie image from a restaurant in Oslo, Norway circulated around the web earlier this week. A screen with an advertisement outside a restaurant had apparently crashed, revealing white text on a black background: “Male-Young adult, attention time: 406 out of 406, Smile: 0.” “Female-Young adult, Attention time: 219 out of 219; Glasses: No.” “A crashed advertisement reveals the code of the facial recognition system used by a pizza shop in Oslo,” user Lee Gamble wrote on Twitter. Then, after his tweet got more than 10,000 retweets: “Dystopian HAL pizza broke my Twitter.” More…
Think of it as the new programmatic ad.
Facial recognition in advertising is here to stay. Consumers walking past billboards can now see and hear real-time, personalized marketing based on their genders, ages and even moods. Transparency Market Research forecasts the global market for facial recognition as reaching nearly $2.7 billion by 2022.
Marketers who believe consumers will be apprehensive about out-of-home ads invading their privacy may be wrong