Macmillan uses digital face recognition to serve different advert messages to men and women AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis 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.” 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. Advertisement 52 total views, 1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Howard Lake | 16 May 2013 | News About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.