“Glad-vertising” Will Revolutionize Digital Outdoor Advertising Industry to the Point Where Not Even Mad Men’s Donald Draper Could Cut It
UNITED KINGDOM — Digital outdoor advertising media is set to take a great leap forward, according to a report by The Centre for Future Studies, a UK-based consulting firm. The report is predicting that digital outdoor advertising media will rapidly begin to adopt technologies that include smart signage that will be enabled with emotion recognition software that will adjust a signs message depending on the facial expression of the viewer. In addition, Near-Field Communications (NFC) will enable customized messaging between digital signage and mobile devices.
The report, Up Front and Personal, commissioned by 3M|GTG, a UK-based digital out-of-home specialist and division of 3M, is based on 21 in-depth interviews with leading industry technologists, advertisers, and media professionals and concluded that a totally new form of advertising, dubbed “Glad-vertising” by the report’s authors, will be one of the first innovations to arrive.
Gladverts are digital outdoor advertising that reacts to consumers’ moods, by combining emotion recognition software (ERS) and cameras that detects a consumer’s mood state and then tailors the advertising to their mood. Gladvertising technology uses a face-tracking algorithm to match movements of the eyes and mouth to six expression patterns corresponding to happiness, anger, sadness, fear, surprise or disgust. This allows marketers to influence consumers with tailored advertising. For example, if the system identifies unhappy consumers walking towards a digital billboard, advertising for a sunny holiday vacation might be displayed.
“Mad Men’s Donald Draper wouldn’t cut it the new Gladvertising industry,” said the report’s author, Dr Frank Shaw, Forecast Director at The Centre for Future Studies. “With the rise of mood-aware advertising, “glad men” will need to be hypersensitive to the feelings and emotions of others.”
According to the report, digital out-of-home advertising innovation is being driven by the trend toward mega-cities. With two in three people expected to be city-dwellers by 2050, advertisers are looking to capitalize on opportunities to reach consumers in urban areas with smarter technology. Unlike many new technologies that have long adoption curves experts believe that consumers are ready to embrace these new technologies after exposure to touch screens interfaces such as the iPhone and iPad, gesture-based controls such as Microsoft’s Kinect, 3DTV, and augmented reality applications.
“Steven Spielberg got it wrong. We are working on Minority Report-style technology that will be with us by 2015 – not 2054,” said Daniel Steinbichler, Chief Executive, 3M|GTG. “Plus it will be more advanced than the director ever imagined. Instead of just recognizing consumers by name—as in the film—technology, such as gladvertising, could allow brands to offer deeper interactive experiences.”
Across the UK, digital advertising screens are slowly replacing traditional paper billboards, yet they only offer one-way communication. The Centre for Future Studies report reveals outdoor advertising technology is going to get a lot more interactive in the near future with advertisers providing immersive brand experiences.
The Up Front and Personal Report Predicts:
Contextual Advertising: Digital outdoor advertising tailored to situations, such as, a consumer waiting at a bus stop may see display advertising advocating the benefits of car sharing, or if it starts to rain a digital billboard could display advertising for umbrellas with Gene Kelly serenading passersby..
Multi-sensory Advertising: Digital-out-of-home experts are developing advertising that stimulates a variety of senses. For example, subway platforms could combine holographic video, sound, mood lighting, and smells to multiply the advertising’s impact and extend consumers’ recall time.
Personal Preference Profiles (PPPs): Super-charged opt-in social network profiles that are more in-depth than Facebook profiles and could include details on the user’s body type, allergies, anniversaries, favorite food, color, etc. Consumer’s PPPs could then interact with digital out-of-home advertising via Near-Filed Communications.
Mobile Phone Exchange Information with Advertising: The proliferation of Near-Field Communication (NFC) in smartphones will enable digital advertising displays to identify a person—via their PPP—as they approach. Once identified, advertising message can be tailored to a consumer. As an example, a 3D jeans advertisement could replace supermodels with consumers walking towards a digital signage display.
Gesture-based Interaction: With the success of Microsoft’s Kinect, marketers have the opportunity to introduce interactive, gesture-based games that connect user with brands. For example, a sports brands could challenge consumers to a virtual shootout competition outside their stores with the winner receiving a coupon sent to their NFC enabled phone.
Advanced High-Definition Vending Machines: Vending machines with 60″ 3D screens and gesture-based (haptic) controllers that enable consumers to see and feel products before buying them. Haptic controllers are based on tactile feedback technology that takes advantage of a user’s sense of touch by applying forces to the human hand, giving consumers a sense of the product they are about to buy. 3D printing technology will enable the vending machine to manufacture the item in seconds.
“We commissioned the report to highlight the advanced technology that’s just around the corner and the applications which will take digital-out-of-home to the next level,” said Mr. Steinbichler. “At 3M|GTG we are investing heavily to make the science fiction of Minority Report a reality, offering consumers immersive brand experiences they’ll never forget. We will bring the innovations outlined in the report to the high street within the next four years.”
“It is an exciting time for the digital out-of-home industry. In just a few short years we have gone from neon advertising to LED video billboards,” said Dr. Frank Shaw. “But consumers are about to see a huge step forward with 3D video advertising that react to their mood and changes context. It’s clear from this report that we are at a tipping point—over the next few years we will see an explosion in intelligent digital out-of-home advertising that engages consumers with two-way communication.”
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.