Gender-aware advertising appeals to all

Men and women are very different creatures, so it’s no surprise that we often respond differently to the same advertising material.

For example, a bikini-clad babe on a billboard will typically attract more male attention than female attention – even if the advertisement is actually about a non gender-specific service like a travel agency and its holiday offers.

In Tokyo, certain billboards displayed in subway stations can determine the gender of a passersby and display ads accordingly.

Eleven railway companies has launched a one-year pilot project to test the signs, setting up 27 displays in various stations.

The signs employ cameras and face recognition software, ultimately delivering advertising material to match a person’s gender.

This clever technology offers an insight into the future of interactive advertising, which is something to think about.

With the right technology in place, an ambitious start-up could develop the same concept here in Australia.

Imagine how many companies would jump at the chance to create gender-specific advertising without actually having to choose one gender over another.