M and C Saatchi unleashes artificial intelligence DOOH poster campaign on Oxford Street
M and C Saatchi has launched an artificially intelligent poster campaign, in partnership with Posterscope and Clear Channel UK, which creates unique adverts based on the onlooker's expression.
Cameras installed on the posters are used to identify whether passers-by are happy, sad or neutral when they encounter the ad. Promotions that do not trigger any notable engagement with the viewer will be removed from the system, while those that provoke a reaction will continue to be featured. This allows the company to actively measure the effectiveness of its campaign.
The digital display runs on an algorithm that measures different ad implementations based on the strength of various features such as layout, images, copy, and fonts. A small number of features can also be changed, or 'mutated', in order to develop the effectiveness of the ads over time.
"This pioneering campaign demonstrates what the evolving capabilities and unique agility of the digital out-of-home medium can offer advertisers," explains Glen Wilson, managing director of Posterscope. "DOOH campaigns can already tweak creative as they go, using real-time technologies that adapt based on factors like temperature, weather, travel info, location and time of day. However, this experiment goes one step further, evolving beyond a pure reliance on environmental factors to add emotional engagement as a measurable trigger, to ensure campaigns achieve maximum relevance.
"It's a bold, pioneering move that could change the course of the digital-out-of-home medium, and we're very proud to have played our part in bringing this campaign to life."