In the film Tom Crusie's character walks through a shopping center when suddenly the seemingly normal advertising boards started to call him by name claiming he needed a Guiness to try to entice him to buy one. Adverts around the room did the same thing.
Whilst we are not yet in the age of minority report which was set in 2054 or something like that, we are close to encountering these personalised ads.
The report - commissioned by 3MGTG foresees the first step to be advertisements that adapt to our moods.
The tech has been dubbed 'Gladverts' by the report's authors.
They envision a world where emotion recognition software (ERS) can tell if you are happy or sad and then serve up an advert based on how you feel.
In Japan, technology company NEC has already developed a system which can work out a person's gender, estimate their age, and serve up adverts suited to that demographic.
In a world where we are advertised to constantly, whether we know it or not, these type of ads offer up some interactivity for us. But how the adverts know our details, interests, moods, likes and dislikes is scary stuff. If these ads know this information whats stopping them emailing or writing us directly.
Will the ads know if the start to annoy a target and will they stop if they do? These questions needs to be answered and a secure system that works well needs to be developed if I was to want these types of ads shouting at me when I walk through a shopping center.
For the meantime I see this type of advertising being somewhat annoying or even unwanted, no one really asked for this. But with time and proper development maybe they can work well and blend into to the shopping environment which I believe should prompt a calm relaxed atmosphere rather than one of being bombarded with ads as you walk for shop to shop.
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