Facial-ID Software Recognizes Age, Sex—for the Sake of a Sales Pitch
“The system’s makers, two companies from South Korea’s SK Holdings Co. conglomerate, plan to allow advertisers to tailor interactive ads on the kiosk by those attributes. A 40-something man looking up a restaurant on the kiosk may be shown an ad for a steakhouse in the mall, while a 20-something woman might get one for a clothing store. Shoppers will be able to interact with the ads with hand motions.” (Evan Ramstad, Wall Street Journal)
Photo: On The Media
JOSH RABINOWITZ: The people, the creatives and the producers and sometimes the clients that are sitting in on these editing sessions, they fall in love with it because it’s something they’ve grown accustomed to listening to.
BOB GARFIELD: Which would be fine except, in all likelihood, the agency and its clients have no rights to use whatever music they were editing to. This leaves three options. One is to try to obtain the song from the original artists. This is always expensive and sometimes futile because artists don’t necessarily want to sell. The second is to compose or obtain wholly different music, but the pictures are already edited to the demo.
The third option is to go to a music production house and commission a piece which is similar enough to the original to satisfy demo love, but different enough that the lawsuits don’t start flying. In the euphemism of his trade, Rabinowitz calls these similarities “references” or “citations.”
“To find out what really draws their test shoppers’ attention, companies like Procter & Gamble Co., Unilever PLC and Kimberly-Clark Corp. are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. And that, in turn, is helping them roll out new products faster and come up with designs and shelf layouts that boost sales.” (Emily Glazer, Wall Street Journal)
“This study demonstrates a weakness of the typical approach to advertising that blankets people with messages. Any given ad is going to appeal most strongly to people with particular personality characteristics. The same ad may be quite effective for people high in a particular characteristic and rather ineffective for people low in that same characteristic.” (Art Markman, The Huffington Post)