Macmillan uses digital face recognition to serve different advert messages to men and women
Howard Lake | 16 May 2013 | News
Macmillan Cancer Support's new outdoor fundraising campaign is serving different adverts to men and women, using digital face recognition technology.
The campaign is running on Ocean Outdoor’s digital screen at Westfield London using its "Look Out" camera technology.
Women looking at the advert see the message "No Mum should face Cancer alone", and men see "No Dad should face Cancer alone". Both include the same request for a £5 text donation.
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The face recognition technology recognises the gender balance of several people in front of the screen. If the audience is more than 60% male it serves up the Dad version and if it is more than 60% female then the Mum ad comes up. If the gender split is around 50/50, then a generic ad is served.
Alison Sanders, head of brand at Macmillan Cancer Support, said: “Using Ocean’s new outdoor technology is a media first for Macmillan and allows us to really personalise our messages to help raise vital funds so that no one faces cancer alone.”
Richard Malton, marketing director of Ocean Outdoor, said: “Given that one in three of us will get cancer at some point in our lives, we are delighted that our technology can be used to enhance the relevance of this important campaign, transforming how people interact with Macmillan."
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.