As companies like Microsoft keep finding more uses for technology that can track movement and facial expressions, prices for the technology are steadily declining. For advertisers, this means a new tool is at their disposal.
What’s really interesting about this technology is how it has encouraged advertisers to think outside the box in order to have a bigger impact. Over the years, advertisements have become more ‘interactive.’ Typically, this has meant banner ads disguised as games, as well as a few more elaborate approaches. But with new technology that can track movement and gestures, companies can set up large electronic platforms for users to design a kitchen with the wave of an arm or customize the style of windows simply by gesturing to do so. The novelty alone attracts attention, but what really shows promise is letting users exercise creativity, imagining their dream home with an intuitive piece of software. Systems like these have existed for several years, and many companies have implemented them into their websites to serve as a preview with which customers can play. Still, nothing compares to having a giant electronic display in the mall or at a remodeling convention that can feature your products and capture people’s attention at the same time.
Aside from the more creative angles to advertising that this technology presents, traditional aspects of marketing will benefit greatly as advertisers are able to show people ads that are more likely to be relevant to them as individuals as well as to determine how various demographics respond to different ad campaigns. This functionality also derives from the camera embedded in the display, which can approximate age and determine gender. Furthermore, measuring the level of public interest skyrockets, as this software can track passersby as they raise an eyebrow, spend a few seconds looking at the screen or even roll their eyes in disapproval.
These new metrics, which were previously only available while researching focus groups or performing other studies, are becoming much more accessible to advertisers. With more data, advertisers can offer consumers more relevant ads and quickly restructure campaigns based on responses. This new shift toward smarter advertising will undoubtedly have a big impact on ad agencies, corporations, and consumers. Only time will tell exactly how this technology will evolve into a part of our everyday life, but at the rate it’s going, we’re in store for a lot of new and exciting things.

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