Minority Report-Style Advertising Rolled Out In London
Face-scanning technology labeled “creepy”
Paul Joseph Watson
Tuesday, February 21, 2012
High-definition face-scanning cameras have been installed at a bus stop in Oxford Street, London as part of a new invasive advertising campaign that uses Minority Report-style technology to deliver gender-specific targeted ad content.
“With a 90 percent accuracy rating, the computer built into the placement analyzes and guesses gender based on specific facial attributes of the jawline, cheekbones, nose and eyes. Based on the current guess of a pedestrian’s gender, the digital placement shows an advertisement targeted at a man or a woman. As this technology continues to be applied to the field of advertising, the computer could also make a judgement about a person’s age, race or body type,” reports Digital Trends.
The $60,000 dollar ad, displayed on a screen that is a cross between an iPad and an XBox Kinect, plays a 40 second video message when a female’s face is scanned but only a brief message if a man walks past. “We’re not giving men and boys the choice to see the full ad on this occasion – so they get a glimpse of what it’s like to have basic choices taken away,” said Marie Staunton, chief executive of Plan UK, the organization featured in the ad.
The technology itself was developed by Clear Channel UK and 3D Exposure, who assert that while concerns about people being subjected to Minority Report-style invasive advertising have been voiced, what they are working on for future projects “may soon surpass what we’ve seen at the cinema.”