– Emotion recognition software employed to tailor outdoor adverts to consumers’ mood
– “Gladverts” are just the start: panel of 21 leading experts reveals advertising science fiction is becoming science fact
The next twelve months will see a revolution in outdoor advertising, starting with adverts tailored to consumers’ mood, according to a report published today by the Centre for Future Studies.
3D outdoor adverts that talk to mobile phones, adapt messages to certain situations, access social network profiles and combine holograms, mood lighting and smells, could all be on our streets by 2012. These total brand experiences are just around the corner, according to the Up Front and Personal Report, which has been commissioned by 3M|GTG.
The report, based on 21 in-depth interviews with the world’s leading technologists, advertisers and media businesses, concluded a totally new form of advertising, dubbed “Gladvertising” by the report authors, will be one of the first innovations to arrive.
Gladverts are digital outdoor adverts that react to consumers’ moods,by using emotion recognition software (ERS) and cameras to detect whether consumers are happy, tailoring adverts to their mood. Gladvertising uses a face-tracking algorithm to match movements of the eyes and mouth to six expression patterns corresponding to happiness, anger, sadness, fear, surprise and disgust. This allows marketers to influence consumers with tailored adverts. For example, if the system identifies unhappy consumers walking towards a billboard, adverts for chocolate and sun drenched holidays 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, The Centre for Future Studies. “With the rise of mood-aware adverts, “glad men” will need to be hypersensitive to the feelings and emotions of others, not just themselves.”
The report reveals that the rise in mega cities is driving outdoor advertising innovations. With two in three people expected to be city-dwellers by 2050, advertisers are keen to capitalise on the opportunity to reach consumers in urban areas with smarter technology. While the nation’s city and town planners also see an opportunity, using interactive digital-out-of-home installations to construct and regenerate local areas. Unlike many new technologies which take time to bed in, experts believe consumers are ready to embrace these new technologies after adopting 3DTVs, touch screens (iPhone), gesture controls (Kinect) and augmented reality (Layar).
Daniel Steinbichler, Chief Executive, 3M|GTG, said: “Steven Spielberg got it wrong. We are working on Minority Report-style technology that will be with us by 2015 – not 2054. Plus it will be more advanced than the director ever imagined. Instead of just recognising consumers by name – as in the film – technology, such as gladvertising, will allow brands to offer interactive experiences.”
Across the UK, digital advertising screens are slowly replacing traditional paper billboards, yet they only offer one-way communication. But the Centre for Future Studies report reveals outdoor advertising technology – or “digital-out-of-home” – is going to get a lot more interactive in the next 12 months, with advertisers providing immersive brand experiences.
The digital-out-of-home innovations consumers will be interacting with by 2015, include:
Contextual adverts – digital outdoor adverts tailored to consumers’ situation. As consumers wait for their delayed bus, their bus shelters’ 3D screens will display adverts advocating the benefits of a car sharing service. Or when it starts to rain, holographic billboards will display adverts for umbrellas with Gene Kelly serenading passersby with Singing in the Rain.
Multisensory adverts – digital-out-of-home experts are developing adverts that stimulate a variety of senses. Multisensory adverts on underground platforms will combine holographic video, sound, mood lighting and smells to multiply adverts’ impact and extend consumers’ recall time.
Personal Preference Profiles (PPPs) – these supercharged social network profiles are 50 times more in-depth than a Facebook profile and include details on the user’s body shape, allergies, anniversaries, favourite food, colour, etc. Consumers’ PPPs will then interact with out-of-home adverts via their NFC phones, if they decide to opt-in.
Phones that talk to adverts – the proliferation of near field communication (NFC) in phones like the iPhone 5, Blackberry Curve Apollo and HTC Magic will enable digital advertising boards to identify a person – via their PPP – as they approach. Once identified, adverts will be tailored to the consumer. For example, a 3D jeans advert would replace supermodels with consumers walking towards the holographic billboard.
“Dance for your discount” – the success of Microsoft’s Kinect means marketers will be introducing interactive, gesture-based games on the high street to connect user with brands. For example, sports brands will challenge consumers to a virtual penalty shootout competition outside their stores – the winner gets 20% off a pair of football boots via a coupon sent to their NFC enabled phone.
Advanced HD vending machines – vending machines will feature 60” 3D screens and haptic controllers so consumers can see and feel products before buying them. Haptic controllers are based on tactile feedback technology which 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. While 3D printing technology will enable the vending machine to manufacture the item in 30 seconds.
“As the leading out-of-home technology firm,” added Daniel. “We commissioned the report to highlight the advanced technology just around the corner and the applications which will take digital-out-of-home to the next level. 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.”
Dr Frank Shaw, continued: “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. But consumers are about to see a huge step change with 3D video adverts that react to their mood and context. It is clear from this report that we are at a tipping point – over the next few years we will see an explosion in intelligent out-of-home advertising that engages consumers with two-way communication.”
3M|GTG is a design led software and hardware engineering company. Creating bespoke installations for the advertising, architecture, broadcast, retail and events industries. Its track record includes designing and installing: a submarine simulator at Dubai’s Burj Al Arab Hotel; the $16m digital sign at the Wynn Hotel, Las Vegas; and the world’s most advanced outdoor digital display at Munich Airport. 3M|GTG has design centres in Germany, Dubai and China plus experienced teams in all major European countries.
To download a copy of the Upfront and Personal Report please visit: www.3MGTG.com
For further information, please contact:
tel: 020 7544 3891 / 07725 575183
tel: 020 7544 3735
3M|GTG is the world’s leading digital out-of-home specialist, helping brands engage and inspire audiences in ways never previously imagined. It delivers bespoke solutions tailored specifically to clients’ communications challenges in the fields of advertising, retail, events, broadcast and architecture.
About 3M Digital Signage
3M has been providing a full range of digital signage software, hardware and service solutions to organisations for over 15 years. 3M Digital Signage software has been used to power hundreds of major networks in 23 countries across a range of sectors including retail, financial, corporate, hospitality, education and entertainment.
Experts interviewed for the Upfront and Personal Report
David McEvoy, JC Decaux
Chris Heap, Imperative Group UK
Bill Gerba, WireSpring Technologies
Patrick Quinn, PQ Media
Jeff Atley, Adcentricity
James Davies, Posterscope
Jeremy Lockhorn, Razorfish
Rob Gorrie, President Adcentricity
Richard Cobbold, Chairman of the Screen
Ivan Clark, Independent outdoor specialist
Brad Pianta-McGill, Digital Signage Consultant
Harris Morris, Harris Corp.
Michael Quinn, Digital Media and Marketing
Garry McGuire, Reach Media
Stephen Randall, LocaModa
Mike Cearley, 11th Screen
Alan Schulman, The Digital Innovations Group
Diane Williams, Arbitron
Ronni Guggenheim, Minicom Digital Signage
Richard Watson, What’s Next?
Mungo Knott, Primesight