
Photo from the New York Times Article
Adobe has placed an engaging interactive wall advertisement for their Creative Suite 3 in New York’s Union Square. The ad wall is 7 feet tall, 15 feet long, and tracks human movement, animating a sequence of visual effects based on where the passerby happens to be located. You can see a photo and read more about the ad on the TED Blog . You can also view a video of people interacting with the display on Gizmodo’s AdWatch here.
While the movement recognition appears like it could take a bit more work, what this ad points to is either amazing or downright chilling.
How long will it be before ads are able to recognize biometric information in the targeting of their ads? At one personalization extreme, you get something like the “Minority Report,” where you are individually recognized and marketed to. “Hello, Eric Franklin. Have you thought about using the Adobe Creative Suite as a means of designing your monthly newsletter?”
There are a whole host of in-between options, however, that privacy advocates may not be able to fend off as directly as the full-on personalization (which I expect a significant number of people will resist). What if an ad could merely answer the question of whether it is targeting a male or female? I have to assume that that could be done with a some degree of accuracy based on facial structure, build, etc. What if an ad could target your demographic by looking at social cues such as clothing and jewelry? Is the only way to market more effectively to delve further and further into stereotyping (er, I mean “demographics”)?