The static advertising billboard goes 22nd century with recognition technology
As technology continues to develop to allow marketers and advertisers to get to "know" us all better and address our "needs" more expertly, news comes that the lowly outdoor billboard is taking a giant leap forward.
Sure electronic billboards took the paste up vinyl image to new heights of creativity (and annoyance to many). Some cities have banned billboards that could force drivers to lose focus on their primary job, driving.
Now billboards are getting recognition technology that will allow the billboards to change and adapt to us as we pass it or stop and look at it. This technology is starting with the smaller poster sized boards in shopping malls and on street corners but who knows what will be next?
The technology will "allow" the board to determine if you are male or female, really interested or just have a passing interest ( or none at all) in its visual message. By recognizing human details and behavior it can change its message and/or its visual to meet what it perceives is your interest level. The apparel visual might change. The female model might turn into a male one. The copy might change to engage the viewer more. Wow, huh? Pretty innovative but scary too as clearly privacy will be an issue for many.
The system which is called "gesture recognition" technology tries to figure out what the brain is doing. Orwell's 1984 might have passed a while ago, but we certainly are still trying to make Big Brother work decades later.
One of the first public applications was for teen and pre-teen apparel retailer American Eagle Outfitters with a program designed to allow children to stand in front of the billboard/digital screen and try on a virtual outfit. Obviously, companies are starting with young folks because they are technology kids and because they are most likely to be positively engaged by this advancement vs. adults.
Watching out for you everyday.