Face-scan
technology to
target ads

Maxine
Hamilton
& Ollie Killick

13th November
2013

Background
Retailer Tesco is inst...
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2013 11 13 mindshare digital pov face-scan technology to target ads

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2013 11 13 mindshare digital pov face-scan technology to target ads

  1. 1. Face-scan technology to target ads Maxine Hamilton & Ollie Killick 13th November 2013 Background Retailer Tesco is installing facial detection systems at 450 of its UK based petrol stations in a five year deal with digital signage company AmScreen. AmScreen will deliver content to a weekly audience of over five million adults based on their age and gender, scanning and targeting the customers as they queue at the till, then delivering tailored advertisements in real-time. The Tesco network will also be the first to use Amscreen’s audience measurement technology, which can determine basic demographics such as gender, age, date, time and number of people exposed to adverts. Implications/details Since the announcement last week, there has been a lot of negative reaction from consumers. The comments reflect a public sensitivity to privacy issues. AmScreen say that the technology is only based on face detection, not recognition, and will not record or take any images of the consumers that can be used to identify them. From a marketer’s perspective this tool should help show ads that are more likely to interest a consumer. This type of system will soon be able to read facial expressions too and using this sentiment analysis, along with other internal and external factors such as news and current weather data, screens could adjust the price of goods in real-time. AmScreen is not alone in being able to provide this sort of technology, Google and Facebook are thought to be developing similar technologies. Google is creating a ‘pay-per-gaze’ ad revenue system, based on the emotions of a user’s face as they look at an advertisement. Facebook on the other hand has revealed that with its huge amount of pictures and data information, it can also use face recognition from an individual’s Facebook pictures and target them with products based on their likes on Facebook. Plan UK ran a clever outdoor ad last year using facial detection. The charity used facial detection because it wanted to show different content to different genders. The ads were shown on digital bus shelters in London for two weeks and the facial recognition tool would determine if a woman or man was standing in front of the screen before showing any ads. People had to opt-in in order to see anything, but only women would be showed the full 40 second ad. Summary Whether the audience and consumers are aware of it or not, most adverts today are targeted in one way or another. Data is captured from most of our daily activities such as travel, shopping, phone calls and surfing online. It has also been said that, using your loyalty card when paying in a store might actually give away more personal data than being scanned by a facial recognition tool. The use of cameras in AmScreen’s technology and the fact that it makes assumptions based on how you look could initially upset consumers, however if they are rewarded with relevant offers and discover suitable products opinions could change, but the balance between privacy and personalization is going to continue to be a key consideration when using this type of technology.

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