Move Over, Minority Report: Personalized Signage is Here

The Holy Grail for advertisers is coming ever closer - interactive billboards that recognize and target passers-by with custom ads, as imagined and portrayed for the 2002 neo-noir film, Minority Report starring Tom Cruise.

Digital posters that scan face-traffic and change the display when an onlooker’s attention is caught are now appearing in train stations, on bus stops and on the sides of buildings, but remain generic ads for a limited suite of products.

Digital dressing rooms, allowing shoppers to virtually see outfits superimposed on their likeness are already installed as a "look finder" feature in 77kids, the children’s subsidiary of clothing retailer American Eagle Outfitters.

The underlying technology, Radio-Frequency Identification, was developed  by electronics company NEC and is now being researched by Panasonic, Samsung, IBM and others.

RFID employs facial recognition software to determine gender and age and serve up ads that match the demo. The technology, as we've noted, is so sophisticated it can catch the nuance of a frown, a nod, or a raised eyebrow.Continue reading...