Article

Digital Doughnut Contributor
Digital Doughnut Contributor 18 November 2013

Will "Minority Report" style personal advertising finally become a reality?

With the news that Tesco has teamed up with Lord Sugar's Amscreen to launch "face enabled advertising", one has to wonder if the scenarios presented in the movie Minority Report are set to become a reality.

With the news that Tesco has teamed up with Lord Sugar’s Amscreen to launch “face enabled advertising”, one has to wonder if the scenarios presented in the movie Minority Report are set to become a reality.

If you have not seen the movie starring Tom Cruise, in the future, the movie suggests we will be presented with personalised advertising as we walk past digital billboards.

The Amscreen move is significant, and my point of view is it will either be an amazing success, or an unmitigated failure.

Below is how the BBC’s Click program reported on the technology.

When you play with personal advertising, you can’t afford to get it wrong.

This is not the first time that face recognition has been used with advertising.

Last year I blogged about a billboard on Oxford Street in London promoting the work of the charity Plan UK.

Here, different advertising was shown depending if you were male or female, as decided by the face recognition technology.

See an example below.


Jon Silk in today’s Telegraph asks if this type of technology might lead to “personal shopper recognition” – something that I know the privacy advocates in the UK will have a field day with.

My view is that while this type of technology might lead to more targeted advertising, it still falls short of real, targeted advertising.

The Amstrad technology is market changing, but will it tell advertisers if they actually glanced at the ad, and looked away, or engaged with it which lead to a purchase in-store?

I don’t believe though that if you ask people on the high street, or those waiting in a Tesco store to pay for their shopping that many would say “yes please send me more targeted advertising”.

The challenge that advertisers face worldwide is that consumers are now exposed to so many advertisements, that the effectiveness is on the decline.

The Amscreen approach also simply uses existing displays, as has been done for many years now.

How social can help provide more relevant information to consumers

My strong view is that a new approach is needed – not just for the presentation of the advertising message, but also in the way we engage with customers.

I no longer look at ads. Having a degree in marketing, and working in the industry I know only too well how advertising works.

Instead, if I am after information about a new product, I will turn to my social networks and ask for a genuine recommendation.

I believe the days of mass-advertising are on the way out, and as Tesco has realised, a more targeted/personalised approach is required.

Social media, if used properly, with consumers that are truly interested in your product or service can be a very powerful way to promote your product over another alternative.

The Tesco trial with Amscreen will I am sure be watched very closely to see if advertisers can get closet to that “holy grail” or personalised advertising as proposed in Minority Report.

 

 

To receive future posts as you can subscribe via email or RSS, download theandroid app, or follow me on twitter @andrewgrill.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Is Email Dead, Or Are We Just Bored With It?

Is Email Dead, Or Are We Just Bored With It?

In today's digital era dominated by social media, instant messaging, and collaboration tools, one question looms large: Does email still have a role to play? Some argue that it's on life support, while others...

Julia Herd
Julia Herd 22 November 2023
Read more
The Innovative Digital Marketing Strategies Leveraging AI

The Innovative Digital Marketing Strategies Leveraging AI

This article will assist digital marketers in grasping the advantages and disadvantages of employing artificial intelligence in their online marketing tactics. You will learn about the effects of AI on online...

joseph chain
joseph chain 17 October 2023
Read more
Marketing Emails vs Newsletters: What’s the Difference?

Marketing Emails vs Newsletters: What’s the Difference?

If anyone can clarify the difference between marketing emails and newsletters, it’s Alexander Melone, co-founder of San Francisco-based email marketing agency CodeCrew. But, as we’re about to find out, the distinction...

Alex Melone
Alex Melone 14 November 2023
Read more
Customer-Centric Marketing: The Heartbeat of Modern UK Retail

Customer-Centric Marketing: The Heartbeat of Modern UK Retail

The UK retail scene, with its diverse offerings from luxe brands to quaint local stores, is witnessing a paradigm shift: The rise of customer-centric marketing. This isn’t just about selling; it’s about understanding,...

Andrew Addison
Andrew Addison 21 November 2023
Read more
Best Practices for Effective Dashboard Design

Best Practices for Effective Dashboard Design

In the age of data-driven operations, dashboards have emerged as an essential tool for businesses. They serve as a gateway to data, enabling users to monitor, analyze, and visually represent vital performance...

Ravi Shukla
Ravi Shukla 17 November 2023
Read more