A Digital Billboard That Watches You…
EmailABC's Bradley Blackburn reports from New York:
Remember this scene in Minority Report? As Tom Cruise’s character walks through a futuristic mall, digital signs identify him and serve up tailor-made advertising.
“John Anderton! You could use a Guinness right about now,” shouts a billboard in the movie.
Steven Spielberg’s vision of what’s to come is getting a little closer. Japanese tech giant NEC has developed a billboard that can identify the age and gender of people walking by and then offer custom advertising according to their demographic.
The signs can’t identify you by name, but they’re still powerful. Each billboard pairs a small camera with a flat-panel monitor. A built-in computer uses facial recognition software to estimate a person’s age, and it’s usually accurate to within a 10-year range.
The technology has obvious appeal to outdoor advertisers who crave information. NEC Corp. of America Vice President Takeshi Yamamoto tells ABC News, "For digital signage that relies on generating revenue by selling advertising, there has always been a need for advertising agencies to know who is watching."
The digital billboards are already up and running in Japan. NEC has been testing them in major shopping centers in Japan. NEC says it's had many companies interested in the technology, and so far, it has worked with coffeemaker 'illy' and Japanese telecom operator KDDI.
NEC’s American arm says it's close to bringing to the technology to the United States. It expects to begin field trials of the signs within 2 to 3 months.
The company acknowledges that Americans might not be completely comfortable with a billboard that can read their face. But to those with privacy concerns, Takeshi Yamamoto has a ready answer. "NEC's Ad Measurement technology was developed to be totally anonymous," Yamamoto told ABC News. "While the technology captures data as it relates to gender and age, it does not capture or store any footage or information as it pertains to a specific individual."
It doesn’t sound nearly as menacing as 'Minority Report's vision, and advertisers seem sure to jump on a technology that creates a niche audience in a public space.
The future of ads… coming soon to a mall near you.
So, what do you think? Is the billboard technology cool? An invasion of privacy? Give us your thoughts in the comments.
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It could be upsetting for some people. They might be expecting a “Guinness” ad, but instead they get a “Depends” ad.
Oops!
The youth illusion might be busted for
a lot of people – especially for “movie stars”.
Posted by: ddg | February 22, 2010, 1:09 pm 1:09 pm
“Japanese tech giant NEC has developed a billboard that can identify the age and gender of people walking by and then offer custom advertising according to their demographic.” – ABC News
[sarcasm]
Wow! Now that’s progress.
[/sarcasm]
I guess that would make it hard for a 27 year old female to get birthday ideas for her 59 year old father. But maybe it’s all good considering that the current pop culture is all about
I Me Mine.
Posted by: Noz | February 22, 2010, 1:42 pm 1:42 pm
The day is going to come, when the new target of terror will be Madison Ave. and all of the marketing firms that are driving everyone crazy.
Posted by: Rick McDaniel | February 22, 2010, 2:10 pm 2:10 pm
I think something lik this would be a total disgrace and an invasion of privacy. I don’t think it’s anyone’s business to know anything about me unless I want them to know. Oh well, what can one say, it’s a sign of the times and to me it sort of bible prophecy coming to friution.
Posted by: Janeen | February 22, 2010, 2:41 pm 2:41 pm
I`d like to avoid all this “technology”, how do you find out where they`ll be.
Posted by: Barb | February 22, 2010, 2:46 pm 2:46 pm
This is too much. Leave it to the Japanese.
Posted by: Eleanor | February 22, 2010, 4:19 pm 4:19 pm
Janeen It uses facial recognition to say female about 25 to 35 And then selects a Revlon commercial versus a Axe mens aftershave. There is nothing in it (so far) that says Janeen Smith 5555 west somewhere street wears Dockers, advertise prada. And since it is in a public place, you are there to viewed by everyone else, so it is not an invasion of privacy.
Posted by: John | February 22, 2010, 5:57 pm 5:57 pm
All of the grocery store scanners put your purchases together with your name and address. Credit card companies track your on and offline spending. You’re served local ads on your computer because the SE algorithms can ID the location of your computer’s IP address to within a six block radius. Goolge scans your mailbox for keywords so their ads can target you based on what you talk about in emails. There are camera’s on every street corner and in every cellphone. You car and cellphone’s GPS can pin point your exact location almost anywhere in the world. Scanners at the airport can see through your clothes. Google Earth has a snapshot of your backyard out on the internet for all the world to see. So I am curious what privacy is it that people believe they have…
Posted by: Catz | February 22, 2010, 6:31 pm 6:31 pm
You are so right
Posted by: To Catz | February 22, 2010, 10:20 pm 10:20 pm
Big brother is getting personal
these day
Posted by: spacerook1 | February 22, 2010, 10:34 pm 10:34 pm
Utterly idiotic.
Posted by: ~me | February 22, 2010, 11:48 pm 11:48 pm
Anything that advances the advertising industry can’t be good for anyone, but themselves.
Posted by: John Locke | February 23, 2010, 2:34 am 2:34 am
Well, Ill steer clear of any shopping area that has one………think twice, merchants!
Posted by: Paul Mennick | February 23, 2010, 4:48 am 4:48 am
Me no like this ider
Posted by: Max | March 9, 2010, 11:56 am 11:56 am
Mr howard is the best teacher ever! HA JK
Posted by: max p | March 9, 2010, 12:06 pm 12:06 pm
why just kidding?
Posted by: balls | March 9, 2010, 12:12 pm 12:12 pm
“Japanese tech giant NEC has developed a billboard that can identify the age and gender of people walking by and then offer custom advertising according to their demographic.”
Embarrassing… LoL
Posted by: Peter | March 10, 2010, 10:32 am 10:32 am
HOW CAN I CONTACT MR. TAKESHI YAMAMOTO
NEC’S VICE-PRESIDENT. I AM IN THE PHARMACEUTICAL BUSINESS AND WE NEED SOMETHING LIKE THAT.
Posted by: oscar mancilla | July 21, 2010, 4:50 pm 4:50 pm