M&C Saatchi Unveils Pioneering Ad Campaign
Poster ads are London’s first artificial intelligence posters.
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As of tomorrow, you may never look at a poster ad in the same way again.
And you have M&C Saatchi to thank for this – with the launch of its intelligent ad campaigns, created in partnership with Posterscope and Clear Channel UK, that change according to people’s reactions.
The posters will feature on interactive screens positioned at Oxford Street and Clapham Common bus shelters.
With an inbuilt camera that recognises when people look at the posters and a database featuring different copy, layouts, fonts and images – the billboard has limitless possibilities to create an ad.
Using technology not too dissimilar from genetic algorithms – the formats that create successful ads will evolve and mutate, while the less effective formats will become recessive and decline.
Although the campaign will be brandless – and used purely as an experiment – it is the first time that a poster has been able to generate its own content.
The Oxford Street poster will run only tomorrow while Clapham Common’s ad will run between 10 and 21 August.
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