A new outdoor campaign for GMC’s Acadia has raised the bar for consumer engagement by combining facial recognition and digital out-of-home screens.
Good writeup. GMC’s campaign, developed by Posterscope USA along with Quividi, EYE Corp Media and Engage M1, ran for 8 weeks at the Santa Monica Place shopping mall. Posterscope and their partners fitted eight digital out-of-home screens in Santa Monica Place Mall with video sensors and Quividi’s audience platform to anonymously detected a passing shopper’s gender, whether they were alone or with a group, or part of a couple or a family. The system could also identify if the person standing in front of the screen was an adult or child along with their mood, including if they were frowning or smiling.
For full article: screenmediadaily.com
Excerpt – Real-Time Content Based on Age, Gender, Mood and Audience Size derived from Facial Recognition biometrics
NEW YORK, NY — A campaign for GMC’s Acadia raises the bar for consumer engagement by combining facial recognition and digital screens. The campaign marks the first time that responsive facial recognition has been used to serve personalized content to digital displays.
Facial recognition detects the gender, facial expression, age, and composition of passing audiences and then serves real-time, branded content to audience. Interactive games are included, both for children and adults.
Posterscope USA along with Quividi, EYE Corp Media and Engage M1 developed it and it ran for 8 weeks at the Santa Monica Place shopping mall. Posterscope and their partners fitted eight digital out-of-home screens in Santa Monica Place Mall with video sensors and Quividi’s audience platform to anonymously detected a passing shopper’s gender, whether they were alone or with a group, or part of a couple or a family.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” said Jeff Tan, head of strategy at Posterscope USA. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
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