The methodology of advertisement called Proactive Advertising seems to be one of the last trump pulled off the web marketing raises dramatically the number of potential customers caught by an advertisement that looks at them and know what they want. Yes, it would seem that intuition had by Spielberg in the film Minority Report, starring Tom Cruise as the look of the screens that make the retinal scanners presenting advertising made to measure for him, even calling him by name, is no longer so away from what the marketing geniuses have devised. In the future, the facial expressions in front of the advertising could be used to create targeted sponsors and able to meet the specific needs of consumers. Make the perfect spot will be easy … just spy on the users face. Researchers at the Media Lab at MIT (Massachusetts Institute of Technology, USA) have developed software that recognizes how the muscles of the face move in response to a video, classifies considered positive expressions such as smiles, and according to the results predicted advertising which will appeal more to consumers.
What we are talking about in practice, is the creation of high-tech digital screens that can be acknowledged at the viewer through the use of a micro-camera placed inside or near the billboard that captured the image by storing the information on the form , color and speed of movement. The phase of the trial is in very advanced and tests have shown that gender is correctly found in 85-90% of cases by comparing cheekbones, lips and lashes with the distance between the images of men and women stored in the memory of the micro-camera. In the case of age, the technology has yet to be finalized, based mainly on the speed of movement of people. At the moment only allows to determine whether it is an adult or a child. In places where digital screens have already debuted – malls in Winston-Salem, North Carolina, Pittsburgh, Pennsylvania, and St. Louis, Missouri – where the billboards “see” one man show advertising for products like men’s razors when it comes to women go to cosmetic and if you have children before projecting video games. Alternatively, there are screens rented by individual companies that in the case of the automotive industry, welcome men showing advertising race car or motorcycle while in the case of women and children, then the images are comfortable minivan. In addition to acting for bringing targeted advertising in real time, allows all data to be recorded for later analysis, which represents a market survey by the remarkable value for advertisers who want to know when they are reaching their target audience effectively.
It is faced with a phenomenon that allows us to recognize the emergence of a “intelligent advertising” that meets the consumer knowing who it is. However, there are activists from civil liberties groups, as in the case of Lee Tien, general counsel of the Electronic Frontier Foundation in San Francisco, according to which “the development of these technologies leads to an erosion of citizens’ privacy.” In response to these objections, the producers of the screens proactive, as the French Quividi and New Yorkers Studio IMC, ensure that the information gathered by looking at the consumer “will not be accumulated in the memory permanently.” But for Harley Geoger, the Center for Democracy and Technology in Washington, is not enough: “Consumers must be made aware when their images are used, then you have to study a new generation of legal protections for the proliferation of these technologies” he told the Globe and Mail, imagining the possibility of signaling the presence of the mini-cameras. But for all that advertising would be bad because it would drive consumers to walk away.header imagine credits:centrocomputer.it