Ok… so out-of-home advertising may not be quite this invasive just yet, but it is definitely moving in that direction. According to the Digital Signage Federation, Kraft and Adidas announced plans to incorporate facial recognition into their digital out-of-home campaigns. The increased incorporation of cutting edge technology into digital out-of-home will allow for increased levels of personalized messaging and the elimination of wasteful impressions. More in the Digital Signage Federation article.
The Venetian Hotel in Las Vegas uses facial recognition to recommend restaurants, clubs and even entertainment. As more and more companies and marketers adopt the use of this technology, it will be important to keep an eye on effectiveness as well as potential regulations regarding privacy concerns of the end user.
Whether it be facial recognition or just plain digital out-of–home advertising, it is a very well known fact that it is growing and fast.
“The future of digital out-of-home advertising was glowing fluorescent bright, and represents a market whose global share would grow some 8.3 percent, or about $26.4 billion in 2011 alone.” — The Economist
Senior Media Planner/Buyer TC Torres co-authored this article.
