Tesco to use eye-scanning technology that targets ads to customers
In the UK, giant retailer Tesco is set to install an eye-scanning technology that targets advertisements to customers. This would help advertisers understand the type and number of people viewing their ads and subsequently modify their campaigns to reach out to their target markets.
The technology is called the OptimEyes screen, which will be displayed in all Tesco gas station convenience stores across the country. When customers stand in the checkout line and look at the flat-panel display, the internal camera on the screen scans their face then assigns them a gender and an age using algorithms. Based on these data, the screen will display adverts that are designed to appeal to them.
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Aside from identifying gender and age, OptimEyes will also consider the time and date of customer visits. A campaign for milk and cereals is more likely to be displayed in the morning while ads for liquors are aired at night. When a big event, like the World Cup, is scheduled, customers can also expect a lot of displays for seasonal promotions.
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According to its developer, Amscreen, OptimEyes is limited to face detection, assigning of gender and age, and categorizing customers into four age groups: child, young adult, adult, and senior. It doesn’t store images and cannot recognize people. Nonetheless, some have already expressed their apprehension toward the technology, sensing its Big Brother-like tendency to pry.
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However, while the UK citizenry is debating whether OptimEyes can improve customer engagement or only serves to invade shoppers’ privacy, no news is available yet as to when this technology will be introduced in the US.
Wayne Gattinella is the President of DoubleVerify, an NYC-based online media verification company that champions “truth in advertising.” Follow this Twitter page to get the latest updates in the advertising industry.