| Can you imagine walking along on the street or in | | | | technology on video cameras that can tell who |
| a supermarket and passing a sign that is looking | | | | someone is as they pass by, and it has been |
| at you and deciding what you should see based | | | | used to identify criminals and others whose faces |
| on what you look like? Can you imagine that an | | | | are already in a database, so if someone does |
| ad might be able to tell who you are from face | | | | something wrong on a street, they can be |
| recognition technology and assess your response | | | | advised of their wrong action or quickly |
| to that ad? | | | | confronted by the police and arrested. It's a |
| Well, this is all now possible or will be very shortly. | | | | technology first put into practice in the U.K. a few |
| It's like advertising is not only increasingly in your | | | | years ago, and it has now spread around the |
| face, but can read your face, too! | | | | globe. |
| This new aware advertising is becoming possible | | | | In turn, this face reading technology can be tied in |
| because of some new technology being | | | | with other databases, so all you have to do is |
| developed by top companies in the Silicon Valley, | | | | pass by a sign, and the advertiser can know |
| according to a March 11, 2010 article I recently | | | | exactly who you are. Then, not only might the |
| read in the Oakland Tribune: "Not Your | | | | advertiser select ads to appeal especially to you - |
| Imagination" Ads Aimed Directly at You" by | | | | say highlighting your favorite brand of underwear |
| Steve Johnson. Using this technology, advertisers | | | | or soap, but the ads might even greet you, such |
| can now create digitized signs which can assess | | | | as saying: "Hi John. Since the battery for your |
| the age and gender of a person walking by and | | | | computer is over three years old, you can now |
| change the message to appeal to that | | | | get a new one for 25% off at our in store |
| demographic. | | | | promotion today." |
| Such signs are already appearing in selected malls, | | | | Or say the ad can't see your face, but just your |
| airports, banks, and other places around the | | | | license plate, or can pick up your GPS signal in |
| country, and if they are not already there, they | | | | your car. If that information is tied into a |
| could be coming to a place near you. Typically, | | | | database about you, you can soon see billboards |
| these signs are featured on the flat-screened | | | | flashing out messages to you, such as: "Mary, |
| TVs playing videos near stores, elevators, and | | | | since you are getting married next month, we |
| other public or private areas where you might | | | | can cater your reception," or "David. Now that |
| pass by. Among the companies making the | | | | you just got a new job, how about taking your |
| equipment to display these signs and the | | | | wife to a great weekend getaway to celebrate?" |
| recognition software to operate them is Cisco | | | | Or what if someone wants to play a prank or get |
| Systems, based in San Jose. | | | | back at you for some reason? If they can use |
| In some places, such as in London, signs with | | | | this technology, you might see embarrassing |
| cameras can even read license plates as drivers | | | | announcements about you popping up on billboards |
| pass by, and then the advertiser can determine | | | | and digital screens wherever you go, such as a |
| from a database what kind of car the driver has. | | | | sign flashing: "Hey, John. When are you going to |
| One company even used this to flash a message | | | | pay me the $1000 you owe me?" |
| to the drivers about the type of oil they could | | | | In short, the technology is there for the ads to |
| use in their car. And some advertisers are using | | | | know who you are and decide what messages to |
| this ad awareness technology to send relevant | | | | play when you walk by. In fact, you may even |
| ads to mobile phones as a person passes by a | | | | be able to interact with these ads, just like you |
| certain type of store. For instance, if you walk by | | | | do with announcements on your computer screen. |
| a store selling electronic gear, you might see an | | | | Then, at least you might be able to tell the |
| ad about an in-store special for mobile phones. | | | | advertiser, prankster, bill collector, or revenge |
| This use of this ad technology could be just the | | | | seeker just what you are thinking, such as yelling |
| beginning, if you consider how ads can be linked | | | | back: "F*** You!" or "I'm not buying! Send your |
| up with other technologies, if this hasn't already | | | | message to someone else. |
| happened. For instance, there is face-reading | | | | |