Advertising screens that react to people
Around 20,000 advertising screens are already in operation in France, which react to the age and gender of passers-by and display appropriate advertising. The cameras required for this also recognize the direction of people's gaze, which makes it possible to measure which advertisements are viewed and to what extent.
In France, there are already around 20,000 advertising screens in operation that react to the age and gender of passers-by and display appropriate advertising. For example, advertising for this target group is shown as young people pass by. So far, the screens have mainly been used in supermarkets. This form of "intelligent advertising" is made possible by cameras attached to the screens, which measure faces and can thus deduce age and gender as well as register the direction and duration of the gaze. The advantage of registering the direction of the gaze is that it is possible to measure which advertisements are viewed and to what extent.
According to the report in the NZZ am Sonntag, the suppliers of the supermarket chains Auchan and Carrefour as well as Ikea have so far acquired the technology. The small Paris-based company Quividi is behind the cameras and image processing program. It wants to further refine the technology and soon be able to use it to record the mood of the viewer and their ethnic origin, despite concerns from data protectionists.
