Smart Signs and Retail Kiosks to use Facial Scanning for Age, Gender targeted Marketing
January 20, 2011
Kraft Foods, Intel, Microsoft, Adidas, Best Buy and Proctor and Gamble will all be introducing in-store smart signs, interactive kiosks, vending machines and other technology that incorporates facial scanning technology to determine age and gender of customers in an attempt to better target the age and gender of shoppers. Kraft’s kiosk and Adidas’ displays will recommend products based on the customers gender and age. It really is like the goddamn Gendercator. The technology used is not facial recognition technology, rather it utilizes “facial scanning” via Intel’s anonymous video analytic technology.
From Whatis.techtarget.com/definitions: “Anonymous video analytics uses embedded camera sensors and a program for analyzing mathematical algorithms to detect a passing face that turns towards the sign. Unlike facial recognition software, AVA does not match a particular face to a face in a database. (This is what makes it anonymous.) Instead, AVA relies on a technique known as pattern detection. The AVA program consults a database of pixel patterns to determine when something in front of the sign is a human face looking in the right direction. In very simple terms, the program looks for patterns such as dark pixels where eyes should be and lighter pixels where cheeks should be.
Once the AVA program has determined that the pixel patterns are of a human face, the program can record how long the face looked at the sign. It may also categorize the face according to demographic groups, such as gender and age.”
From CEOWorld Magazine, AVA will: “enable advertisers to measure the effectiveness of their campaigns through built-in camera technology, which analyzes users’ physical attributes and then generates tailored ad displays” “Intel’s digital signage concept also brings a new opportunity for advertisers through the use of anonymous video analytics. As a viewer looks at the system screen, the built-in camera technology analyzes data such as gender and age, audience composition, time-of-day and other criteria, which enable the system to display tailored content and graphics based on estimated demographics. The system anonymously sends audience information to advertisers who can use that information to understand the type of content and messages that are most popular with viewers. This, in turn, helps advertisers target their advertising to maximize the impact on the audience.”