With the advent of technology, Advertising environment is improving rapidly. From a TV commercial that target millions of viewers all at once, we’ve moved to a space where we can identify the user’s digital habits and can provide them the relevant content through digital platforms.
But, does that mean that the user cannot go outside and be unaware of the spaces that could be used by the brands to share their content? A big NO.
The technology has evolved to an extent that we can read the textual content and identify the context of speech. We can identify the mood based on certain words mentioned during the chat. If some of you might have noticed, facebook automatically shares a feature to ‘start plan’ once you type meeting today or tomorrow. Similarly, a lot of other brands keep a track of such words to push content to you.
Gladvertising is the term coined for outdoor advertising that, with the help of facial/emotion recognition software and the cameras, can read customer’s mood, and accordingly pushes relevant products to target the emotional state of that customer.
How could outdoor advertising stay behind then. With the advanced systems, we can recognize the facial expressions, and which could eventually help us identify mood of the person. Gladvertising is the term coined for outdoor advertising that, with the help of facial/emotion recognition software and the cameras, can read customer’s mood, and accordingly pushes relevant products to target the emotional state of that customer. The term was given by the Centre of Future Studies in a July 2011 report and another report by 3MGTG, seconds this kind of advertising saying that it foresees the first step to be advertisements that adapt to our moods.
M&C Saatchi in the UK have already tested billboards with artificial intelligence. The billboards have a hidden camera which photographs passerby’s reactions and display different designs, colors, fonts and images depending on their mood.
A similar use case was implemented in the Wimbledon Open 2015 where Jaguar Land Rover and Mindshare came up with their ‘Fee” campaign. Wearable devices were provided to a set of spectators to analyze their emotional state, body heat, heart rate, movement, energy level and audio levels. Using these, JLR was able to get 45m data points that gave real-time mood analysis.
These data points were then used to identify the captured highly charged shots from the tournament and were displayed through billboards with similarity to driving a Jaguar.
Did we miss anything? If so comment in the section below and we will create another post for that.
If you want to know more about how your brand can use Gladvertising, drop us a message or connect through our digital media handles-