Advertisers constantly talk about wanting to engage with consumers, so they are taking great interest in the potential for interactivity that digital technology will bring. JCDecaux, for example, is offering a free iPhone application called U snap: when a consumer sees a poster for something that attracts his interest and takes a photo of it on his phone, the app recognises it, gives him product information and discount vouchers and directs him to the nearest retailer.
Then there is gladvertising and sadvertising, a rather sinister-sounding idea in which billboards with embedded cameras, linked to face-tracking software, detect the mood of each consumer who passes by, and change the advertising on display to suit it. The technology matches movements of the eyes and mouth to six expression patterns corresponding to happiness, anger, sadness, fear, surprise and disgust. An unhappy-looking person might be rewarded with ads for a sun-drenched beach or a luscious chocolate bar while those wearing an anxious frown might be reassured with an ad for insurance.
Such Big Brotherish software would no doubt detect a satisfied grin on the faces of out-of-home advertising bosses as they contemplate the next 18 months, in which a string of big events will boost their business: the Rugby World Cup, the American presidential election, the Euro 2012 football championship and the London Olympics. Wherever you gothe street, the subway, the airport or the bus stationthere will be no escape from ads linked to these events, and the out-of-home advertising firms will be raking it in.
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