Facial Recognition will Drive the Next Revolution in Online Marketing

Remember how excited you were when Apple launched their flagship iPhone 10?

How can you forget? A notch on the top, Animoji, glass back, no headphone jack (as usual), professional portrait mode photos using dual camera setup among many distinctive features of iPhone 10 or as they call it, iPhone X, left a bold impression on everyone’s mind when they were first teased.
But surpassing all these, one exclusive feature of iPhone X WOWed everyone. That’s was their Face ID.  You know, the phone throwing lights on your face to detect your specific facial structure. Yes, I’m talking about the new unlocking feature of iOS.

Although there has been a difference of opinions about Face ID being a worthy successor of iPhone’s Touch ID or not, today we are not talking about world’s smartest phone unlock technology. Where people are excited to see their favorite characters animating their movements with Animoji, we are here to figure out how Face ID is about to bring a revolution in Online Marketing.

It is no secret that the technology behind Face ID allows many interesting functions. People are looking towards the developers to see if they can harness for even more augmentation-reality based features and apps.

But If I’m being honest, marketing using the facial expressions or structure is not entirely a new concept. Several renowned brands have done this.

In 2013, the Virgin Mobile launched a short interactive advertisement campaign that was a very early stage of facial structure and expression detection program. This interactivead was capable of detecting the eye movement of the viewer, especially the blinks. When a viewer blinked, the interactive system was programmed to think that it was a click. This click meant that the viewer wants to advance the story.

The system was also capable of detecting eye movements and follow it. In this way, the interactive ad was able to change the whole advertisement story just by detecting viewer’s eye movement.

Another great example of early facial recognition technology for advertisement is the billboards of Children’s Charity Plan UK. Their bus billboards had a facial recognition program, which was capable of analyzing a rider’s facial expression and structure, not like today’s Face ID in iPhone. It was vague. But it was enough to do its job, which was to identify the rider’s gender.

I’m talking about the “Because I’m a Girl” movement. It was meant to raise awareness all over the world about women’s rights. So, after detecting the gender of a rider, it showed custom messages.
But it was when Face ID wasn’t introduced. Now that facial expression recognition is a thing, marketers will leave no stone unturned to use it for their advertisement and marketing purposes, more than ever. Besides, after iPhone X introduced the Face ID, other developers like One Plus, Huawei, etc., developing their own version of Face ID.

So, it’s safe to assume that Face ID won’t be dying very soon. And now that publishers have a whole new field for advertisements, you just wait and watch how they implement it to spread their campaign and products.

For more info, please visit: Charles K Carillo

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