The future of marketing/advertising.

Shown to me by former JMW Sydney man Waz (follow his Tumblr here)

In his (perfect) words:

The cover story of this months New Scientist magazine is some seriously world changing stuff.

http://www.newscientist.com/article/mg21128191.600-specs-that-see-right-through-you.html?full=true

A US company has invented a pair of glasses that can read people’s facial expressions and give you immediate feedback on how they feel about what they are hearing. Sounds a little “Lie to me” or Futuristic to you? 

Well you can buy a pair right here:

http://www.affectiva.com/

What’s even more full on is that they are already using this technology to measure the effectiveness of advertising:

http://venturebeat.com/2011/01/31/affectiva-emotions-nsf/

They also used it to give out the Neuromarketing Award this year at Cannes (Todd & Boz must have been hanging at the pool bar at the time…)

http://labs.affectiva.com/cannes/

Imagine the trajectory of a technology like this! 

Televisions could change the channel for you when you’re bored; 

An advertising message could change it’s tagline depending on how much you like the start of the ad; 

Skyrocketing divorce rates as people realise just how disinterested they both are!

This is the type of technological development that will fundamentally change our industry.