In an attempt to better market towards women, German beer brand Astra has developed a facial recognition billboard. Designed to target specific groups, this innovative new billboard is geared only towards women. This means the board will only interact and work when it knows a woman is watching or looking at it.
The facial recognition billboard was developed by creative agency Philipp und Keuntje and utilizes a built-in camera and gender-detection technology to determine who is looking at it. The ad itself features comedian Uke Bosse and contains more than 70 different videos that will only play if the billboard detects a woman looking at it. If a man or anyone under the age of 16 looks at the board they are simply told to move along.
Women-Only Beer Advertising
Astra's Facial Recognition Billboard Can Detect the Sex of Viewers
Trend Themes
1. Gender-specific Targeting - The facial recognition billboard technology opens up opportunities for businesses to create gender-specific advertising campaigns, catering to the unique needs and preferences of different genders.
2. Personalized Advertising - The use of facial recognition technology in billboards allows for personalized ad experiences, where content is tailored to the individual viewer based on their demographics or preferences.
3. Interactive Out-of-home Advertising - The integration of facial recognition technology in billboards enables interactive and engaging advertising experiences, as the content dynamically responds to the presence of viewers.
Industry Implications
1. Advertising and Marketing - The development of gender-specific facial recognition billboards presents disruptive innovation opportunities for advertising and marketing agencies to create more targeted and appealing campaigns.
2. Beverage Industry - Beer brands, like Astra, can leverage facial recognition technology in their advertising to connect with specific target audiences, such as women, and tailor messaging that resonates with their needs and preferences.
3. Technology and Software - The advancement of facial recognition technology in billboards opens up possibilities for technology and software companies to innovate and create more sophisticated and accurate gender-detection systems.