Say cheese! OOH Advertising based on human emotion

Everyone’s movements on the internet get tracked and this is used by advertisers to make the advertising a lot more targeted and personal. Who hasn’t encountered ads on the internet for those products they have been looking at for the last few days? Because of the vast amounts of data available through the internet to advertisers, the ads online are more and more personalised than ever before. Ads are served to a website’s visitor based on their age, gender, location, hobbies, preferences, favourite movies, favourite food etc. This is even starting to happen in TV nowadays, where the advertising shown in between shows is personalised according to the data linked to the Smart TV box. So you and your neighbour could both be watching the same TV show live, but are served different ads during the break.
Advertising is all about getting the right message in front of the right people at the right time. With the world becoming more digital at a starting pace and the dawn of the Internet of Things, data is becoming more intrinsic in being able to do exactly that. Every form of advertising accessed by a user through a personal device (e.g. laptops, tablets, smartphones and even TV) is being served to them based on different types of data available to the advertiser. This is usually historic data, as in they know which websites you have recently visited, which apps you have used or which TV show you have been watching or might watch. And we’ll see these different platforms integrate more and more in the coming months & years.
Advertisers are always trying to stand out from the crowd. Nowadays a good way of standing out is to be creative with data or technology informing a platform which ad to serve to its user. All the above mentioned is very difficult for out-of-home advertising as the ads are not served to a user’s personal device, so there is currently  (although Posterscope are pioneering a programmatic capability for DOOH) no historic real-time data directly available yet to inform which ads should be served. It is important to always be on the lookout for new data sources and new technologies that could enhance and inform out-of-home advertising campaigns.
One of those technologies that could be integrated is CrowdEmotion; a cloud based facial coding technology that can measure emotions using any camera, for example a small camera installed in a billboard. The technology captures micro-facial expressions and then uses algorithms and machine learning across millions of faces to link those expressions to emotions, moods, needs and actions. This technology could in theory inform digital OOH platforms which ad to serve when a person is standing in front of it, by analysing their facial expressions and determining which mood they are in. This could be copy sensitive, with the message changing, or product sensitive, with the product advertised changing for example.
Imagine a consumer walking passed a digital billboard in the city centre of Barcelona. As people pass by the digital screen the built-in camera detects their mood and the ad changes from a general branding message to a personalised one: “You look happy, let us make you even happier with our new fragrance! Now half price.” or “Don’t be down, here is a little treat from us to brighten your day – get our new fragrance half price today”. There are endless opportunities here to personalise the message and have a real impact on the person passing by. Integration of these technologies is not just a one campaign gimmick, these could be scaled for real-time, cross market and long term campaigns to serve more relevant, interesting content.
By Kevin Proctor – Integration PSI
Please feel free contact PSI to find out more about the latest data sources and technologies in the OOH industry.