QuoteOPTIMEYES - REAL TIME CUSTOMER INSIGHT PLATFORM

Our OptimEyes face detection technology is bringing digital, placed based media into a new age of customer insight, measurability, campaign management and optimisation. This revolutionary technology, delivered by leading Face Detection business Quividi, allows advertisers, to accurately measure in real time the type and volume of people that see their ad in any given location and at any time of the day.

Amscreen has a portfolio of 6000 screens across forecourts, healthcare venues, convenience stores and travel hubs and the roll out of this technology will represents the largest of its kind anywhere the world. The integration of this technology and the customer insight it provides will be integrated and further enhanced with shopper mission, buying behaviour and EPOS insight to provide an even greater understanding into the effectiveness of any given advert across our entire network.

The OptimEyes face detection system works via an inbuilt camera in each screen which detects individuals within its local vicinity and then identifies some key traits through the detection software. This software is able to identify, measure and then combine the following characteristics for a more complete picture of the audience:

Number of possible viewers
Number of actual viewers
Age
Sex
Location
Time
No other place based digital media owners can provide this depth of audience analysis and customer intelligence for their advertisers and partners, the core benefits of this data includes:

Accurate, minute by minute traffic flow data to ascertain key busy periods
Live and location based audience analyses
Demographic breakdown – not just total audience 
Actual (not modelled) post campaign audience delivery review
Opportunity to optimise campaign schedules at any point of the campaign
Creative testing to determine those ads that are most effective at gaining attention from the chosen audience
Rest assured that OptimEyes technology is non-intrusive, does record or identify personal images and meets with privacy and data protection requirements - take a look at some commonly asked OptimEyes audience measurement questions and answers.

Tesco in the UK already has them. but... What even if in girl mode, starts scanning my facial features and after that it shows me ads of boxers,  AXE deodorant or manly products? Is this going to be the new passability Test.


Almost wanting to put this in The AAAARGH section 

Sis,

This is a good opportunity to sue fools and get the finance for transition!

Quote from: Apple Sprout on November 06, 2013, 05:57:40 AM
Tesco in the UK already has them.

I shop at Tesco and I don't think I've ever seen one. And if I have, I didn't pay any attention to it, or what it was showing. And I don't think a huge number of people did, either, let alone try and draw any sort of conclusions from it. I think folks are too busy getting on with their lives in places where these would be, to actually try and piece together everything to try and guess what advert was aimed at what person and who that person was, or was presenting as, or anything else like that.

Someone who actually takes the time to think about stuff like that with regard to you... well, I would be more worried about that individual than the ad machine.

Not to mention it uses facial recognition, so just don't watch the ads. Another reason not to, aside from resisting temptation, lol.

Quote from: Sephirah on November 06, 2013, 06:15:51 AM
I shop at Tesco and I don't think I've ever seen one.

They're in the process of rolling them out in their petrol stations. I suppose they want to see whether customers will accept them before they start installing them in the main stores.

Also, from what I recall the system scans the mix of faces in the queue to identify age, gender, etc. etc. before presenting ads to the majority. Which sounds fine in practice, unless you're the only person in the queue, in which case you might run the risk being outed. Also, if you're the only woman in a queue of men and a bunch of ads for Lynx start showing, then as a transwoman you might feel like you've been outed even if you haven't.

It begs the question though. How many people, day-to-day, standing in a petrol station queue, or even working behind the counter, will know what's driving the ads? How many will know they're being targeted towards anyone at all and not just some general advertisement for something which you may see on any other ad in the place they're being displayed?

Is there going to be some kind of information displayed somewhere which states that you're being watched to determine what kind of ads you might want to see?

Quote from: Sephirah on November 06, 2013, 09:38:09 AM
Is there going to be some kind of information displayed somewhere which states that you're being watched to determine what kind of ads you might want to see?

That's a good question. What if every couple of ads or so, there's a promotional piece saying that these ads have been hand-picked for you? I doubt that would happen, but until we see the system in action we won't know for sure.

The thing is, there's been some publicity about this in the press. I know what I know because I read an article about it over the weekend. So if other people have heard of it too - and as it becomes more widespread, people are bound to start talking - it's only a matter of time before people use it as a 'fun' way to judge other people in the queues. Kinda like people judging other people in the doctor's waiting rooms, based on whatever name comes up on the board. And we trans* folks have some idea of how fun that can be, don't we?

I know they (casinos, in my area) have face-recognition software which is used to keep out known card cheaters etc. Combine that technology with this (an effort to have a near-ubiquitous facial identity system, publicly intended for advertising) and a sense of Big Brother really steps in...

Ehh, I'm just being paranoid. I remember though, back in the 80's, when we were discussing things like "The Beast" etc, and the general feeling was "oh, there's not enough infrastructure to support that level of surveillance/financial control" (my quote, btw).

And, here we are!

Quote from: FTMDiaries on November 06, 2013, 10:06:47 AM
That's a good question. What if every couple of ads or so, there's a promotional piece saying that these ads have been hand-picked for you? I doubt that would happen, but until we see the system in action we won't know for sure.

The thing is, there's been some publicity about this in the press. I know what I know because I read an article about it over the weekend. So if other people have heard of it too - and as it becomes more widespread, people are bound to start talking - it's only a matter of time before people use it as a 'fun' way to judge other people in the queues. Kinda like people judging other people in the doctor's waiting rooms, based on whatever name comes up on the board. And we trans* folks have some idea of how fun that can be, don't we?

Yeah, those are good points. People always like to compare and assess.

What worries me more, however, is that it won't be anything to do with the ads themselves which make anyone think anything at all, but more people's nervousness and reticence in response to them. The more someone looks like they're trying overly hard to hide something, or that something makes them decidedly uncomfortable, the more people seem to home in on that in a perverse attempt to try and find out what that something is.

I'm not sure that someone noticing an ad for CK aftershave when you're stood paying for your Oil of Olay is what's going to be the deciding factor. I'm not sure people pay as much attention to advertisements as they do to the behaviour of the person standing in front of them.

I guess, as you say, time will tell.

I can just imagine it. The system scans your eyes and starts going into overload as it tries to determine your gender. Sparks start flying. This attracts the attention of everyone around you. They slowly raise one arm in unison and point at you and do a Donald Sutherland at the end of Body Snatchers: "Yoooouuuuuu!" Is that the fear? I don't think so. It's mostly all hype, like body scanners.

Alternately, there's always a niqab or balaclava.

Sephirah, you've made me think of two additional angles:

Quote from: Sephirah on November 06, 2013, 10:19:00 AM
The more someone looks like they're trying overly hard to hide something, or that something makes them decidedly uncomfortable, the more people seem to home in on that in a perverse attempt to try and find out what that something is.

And the more they'll come to the attention of Security, who will notice that you're starting to act unusual in the queue. They won't know it's because you've been triggered; they'll presume you're shoplifting.

Quote from: Sephirah on November 06, 2013, 10:19:00 AM
I'm not sure that someone noticing an ad for CK aftershave when you're stood paying for your Oil of Olay is what's going to be the deciding factor.

Aaand this brings me to a rather significant point which might make the whole thing a little less threatening for you ladies. I remember reading a couple of years ago that women purchase something like 80% of all goods that are for sale... including men's clothing and toiletries, because usually their SOs can't be bothered. So actually, ladies... if you're in a queue and an ad for CK aftershave comes on, there's a good chance that it's being advertised to women who might want to buy it for their men.

Of course, if I'm the only one in the queue and I'm shown an ad for ladies' perfume, I'm going to be doubly peeved: a) because there's a possibility it thinks I'm a lady; and b) because even if it thinks I'm a gent, it presumes me to be straight.

The article that I heard about this in said that gender was determined by hair length, which is an extremely basic and gender stereotyping way of doing it.  Not all men have short hair, and definitely not all women have long hair.  What about hair that's tied up?  If it can distinguish that, and age, why can't they use a more sophisticated method with a way to opt out.

Anyway, they're going to be starting in petrol stations, and all people are interested there is complaining about the price of fuel.

Quote from: Apple Sprout on November 06, 2013, 05:57:40 AM



...

The person on the video image (without playing it) looks rather androgynous, I think. Ironic, considering how the technology seems to be upsetting to some of us who are presenting cross-gender.

Quote from: FTMDiaries on November 06, 2013, 10:47:37 AM
Sephirah, you've made me think of two additional angles:

And the more they'll come to the attention of Security, who will notice that you're starting to act unusual in the queue. They won't know it's because you've been triggered; they'll presume you're shoplifting.

Aaand this brings me to a rather significant point which might make the whole thing a little less threatening for you ladies. I remember reading a couple of years ago that women purchase something like 80% of all goods that are for sale... including men's clothing and toiletries, because usually their SOs can't be bothered. So actually, ladies... if you're in a queue and an ad for CK aftershave comes on, there's a good chance that it's being advertised to women who might want to buy it for their men.

Of course, if I'm the only one in the queue and I'm shown an ad for ladies' perfume, I'm going to be doubly peeved: a) because there's a possibility it thinks I'm a lady; and b) because even if it thinks I'm a gent, it presumes me to be straight.

Thanks for that perspective/insight. I had not thought of that (even though I was so very guilty of having my ex buy my stuff...hey, she was better at finding sales!)

Quote from: FTMDiaries on November 06, 2013, 10:47:37 AM
a) because there's a possibility it thinks I'm a lady; and b) because even if it thinks I'm a gent, it presumes me to be straight.

Or that gay men wear women's perfume....

Hulu tailors ads and tells you so. They make bad choices though.