Who watches the watchers? Now Val Morgan rolls out facial recognition



Facial recognition is coming to a shopping centre near you. It might already be at your local petrol station.

Val Morgan has already rolled out the technology across 20 petrol pump sites in Australia and will have up to 30 shopping centres signed up next year, with a dozen in play by the end of March.

UK company, Amscreen, made the national and international press earlier this month when its own facial recognition technology was described by the chief executive as something like Minority Report. That got the papers into a froth about privacy and Big Brother.

Val Morgan Outdoor managing director Anthony Deeble is aware of the need not to cite dystopian sci-fi flicks and retina scanning, because there will “be no recording of individual details whatsoever”.

The system uses Intel’s technology overlaid on Val Morgan’s new back-end, which will allow programmatic advertising. It allows the company to recognise gender and age “to within five years” accuracy. It also means that the company has the actual number of views (to within 98% accuracy) to back up its claims of four million pairs of eyeballs on its screens every month, and a better idea of who is watching which ads, where, when and for how long. “It can even tell whether they are happy or sad,” claimed Deeble. “there is no longer guesswork [in audience measurement] it is absolute.”

That will “change the game” for outdoor advertising, claims Deeble in terms of audience measurement and in turn day part advertising within out-of-home.

What it has shown so far is that “people want entertainment content” and has allowed Val Morgan to work with advertisers to adjust their content to deliver impact.

In the not too distant future the new back-end will allow ads to be served dynamically based on the age and gender of the individual recognised by the screen, bringing outdoor digital closer to online real time advertising. “We’re not there yet but we are building the infrastructure,” said Deeble. At petrol pumps, when people have no choice but to look at the screen, that could prove interesting.

Within shopping centres, the relationship with viewers will not be one-to-one, but via screens in high thoroughfare areas, such as at the top of escalators, said Deeble. That will enable the company to determine audience groups and where they are most likely to be within the shopping centre at certain times of the day.

“So we can say that between 2pm and 4pm there are more mums in the centre and where [in the centre is getting the most footfall]. That means we can direct advertisers to the right audience at the right time with the right content. That equals ROI. There has never been this type of accountability tool in outdoor in this country. “

Other firms will follow, predicts Deeble. “I think it will become a requirement.”



we posted on amscreen last week.and now this..

“It allows the company to recognise gender and age “to within five years” accuracy”

oh will it now?

“its claims of four million pairs of eyeballs on its screens every month, and a better idea of who is watching which ads, where, when and for how long”

thats a fair bit of data and information its storing and then using?

do viewers and customers get a choice in having their data collected?


~ by seeker401 on November 17, 2013.

3 Responses to “Who watches the watchers? Now Val Morgan rolls out facial recognition”

  1. Reblogged this on U.S. Constitutional Free Press.

  2. Reblogged this on Real News Australia.

  3. watchers:

    “Egregore (Egregor)

    The word “egregore” (also “grigori”) is a transliteration of the Greek word, egregoroi, meaning “watchers”. This word appears in the septuagint translation of the Book of Lamentations, as well as the Book of Jubilees and the Book of Enoch.

    Therefore an egregore is an angel, sometimes called watcher; in Hebrew the word is ir, and the concept appears in The Book of Enoch. Thus, Irim, the city of the Nephilim is again linked with the Book of Enoch, since the Nephilim, according to that Book, were the sons of the Irim (the egregores.). .Although the Irim, the egregores, are angels on both sides of the camp – fallen angels as well as faithful ones. In Hebrew they are known as the Irin, “Watchers,” found mentioned in the Old Testament Book of Daniel (chapter 4).”


    “”Egregore (also egregor) is an occult concept representing a “thoughtform” or “collective group mind”, an autonomous psychic entity made up of, and influencing, the thoughts of a group of people. The symbiotic relationship between an egregore and its group”


    …the gods of the antiquity & the tribes with which they co-existed (the do-ut-des relations of submission-protection-sacrificial offers…

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