Gender factored into a campaign Target Marketing profiled in May 2015 in "Snap Pictures of Women on the Street, Sell Beer."
"A camera flash goes off in a woman’s face," reads the article. "She smiles, laughs and watches a beer ad on the bus stop billboard she had been passing. Men and underage girls are told to keep walking by the man in the digital billboard on the bus stop in Germany. It’s Astra Bierre’s ad targeting women via facial recognition in order to acquire new drinkers."
The Sept. 9 article in ContentStandard by Skyword goes on to explain three types of technology marketers can use in this effort:
- Face Detection Software. This is how smartphones focus on faces for photos.
- Facial Characterization Technology. This tool helped the German billboard detect age and gender.
- Facial Recognition Software. This tech helps the user identify an unknown person. "For example, Facebook uses such recognition technology to identify people in photos on the site with incredible accuracy."
How are marketers using this technology? Please respond in the comments section below.