What is In Store Advertising?
In store advertising is being introduced to the UK. If you don’t know what it is and you’re feeling out of the loop, I’m going to fill you in. In store advertising, as it sounds, is the term used for adverts displayed to customers who are walking around a shop. Except it’s not that simple, as these adverts will be tailored to you based on how you look, using face tracking technology which will be used to assess your approximate age and sex. What’s your immediate reaction? Are you thinking, hey this is cool or are you squirming in your seat at the thought of being watched?
What does it do?
Well it won’t be long till you can see how it works for yourself, as it’s been announced that Tesco’s will be rolling out screens with in-built cameras to their petrol stations. Ads will come from Amscreen using the Quivivi’s face tracking technology. The information these cameras acquire will be fed back to marketers in real time. The entire system will be using this information to not only personalise your experience, but also to measure how long you look at the ad for. This is great analytical information for the marketers which will help them in developing the ads – they will learn quickly what works and what doesn’t.
What do you think?
So naturally this type of advanced technology is bound to cause a divided opinion. Quite frankly I’m in the middle as I’m curious and want to see in-store advertising in person. But I may indeed end up hating it.
The Haters: I hate it! No! Not happening! I’m never going to step foot into Tesco’s ever again!
I expect to hear a lot of the above. Tesco in my opinion, are very brave as this may well lose them customers. But on their heads be it; I guess they think it’ll be worth it in the long run as they’re pioneering the use of this advancement in technology.
So the main issue, as I see it, is that you are left with no choice. Well, you have the choice to walk right on past Tesco and into any other high street food store. But that choice may one day become unavailable due to widespread adoption of this technology. So let’s imagine we are there already, in a world where your high streets are littered with cameras that seem to be zooming and moving around above your heads. I can’t imagine people will continue walking around with stone-faced expressions and robotic walks. It will feel alien at first, like living in a sci-fi movie. The CEO of Amscreen himself said ‘Yes, it’s like something out of Minority Report’ (that film featuring Tom Cruise).
The idea of living in a world built and running on technology alone may excite some, but for you haters I can only assume you feel annoyed and spied on. It is a huge invasion of privacy. Besides with the system guessing your age I hope the adverts don’t trip up and offend too many baby-faced people out there!
The Lovers: This is cool! Can’t wait for this! Finally an improvement to outdoor advertising!
So if you haven’t come round to the idea you won’t be saying any of the above. But if you are open minded and willing to give it a chance, unlike the haters, then read on.
So firstly, it’s pretty cool isn’t it? For marketers obviously, and for the public-lovers. The advertisements will be fully tailored to you and this will only improve as we learn more about the technology and how it works.
In store advertising will (hopefully) be massively beneficial to brands that feature – with tailored ads people will be highly influenced on the products they buy. This is great for both parties; brands have a voice while people are actively purchasing, and customers are being offered something to suit their needs.
So whether you’re a lover or a hater, it’s happening. This is the future and it’s rapping at your doorstep.