The Tech Herald

Interactive billboard only displays ad to women

by Steven Mostyn - Feb 22 2012, 17:15

Image: Play UK.

Gender-specific interactive advertising has taken a significant leap forward this week after the unveiling of a digital billboard that’s only viewable to women.

Currently being displayed inside a bus stop on London’s busy Oxford Street, the interactive ad uses a built-in HD camera to scan the faces of waiting pedestrians in order to determine whom it should play for.

Boasting an accuracy rate of around 90 percent, the interactive billboard assesses various gender-defining facial elements such as jaw shape, the distance between eyes, and nose width in picking out its female audience.

Costing some £30,000 GBP, the ‘intelligent’ ad has been created by charity Plan UK in an effort to raise awareness regarding the lack of female education in developing countries.

“We’re not giving men the choice to see the full ad—so they get a glimpse of what it’s like to have basic choices taken away,” commented a spokesman for the non-profit organization.

When men do approach the billboard, it only displays a Web link to Plan UK’s official site, while female viewers are granted access to the full 40-second “Choices for Girls” commercial.

The ad will run for two weeks opposite the Selfridges store as part of the charity’s “Because I’m a Girl” campaign.

If you happen to be a man, you can view the ad by clicking below.

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