Val Morgan is rolling out a massive fleet of facial recognition technology to service stations and shopping centres.
The outdoor advertising company is set to roll out around 500 of the screens at service stations by September.
It will also expand the technology to 30 digital screens in Australian shopping centres by the end of 2014.
Val Morgan’s facial recognition technology can determine a shopper’s gender, approximate age, and even mood with 95 per cent accuracy.
“We can also measure the level of engagement, picking up if the person looks away,” said Anthony Deeble, MD of Val Morgan Outdoor to AdNews.
The new age facial recognition technology responds to a shopper with bespoke content based on specific traits.
For instance, if the technology identifies a woman in her 30s, it may offer her a deal on children’s confectionery or women’s magazines.
“The network is able to be day parted and targeted, so for example, we know the audience is majority female in the early afternoon.
“That means we can direct advertisers to the right audience at the right time with the right content.
“That equals return on investment. There has never been this type of accountability tool in outdoor in this country.”
Val Morgan first announced the facial recognition technology last year and is now confirming its specific roll out strategy.
Facial recognition has been a somewhat controversial technology in Australia along with other monitoring capabilities, like NFC.
