Microsoft Technology to Serve Ads Based on Your Mood
Talk about finding new ways to Kinect with consumers. As initially reported by GeekWire, in 2010 Microsoft filed a patent application for a technology that would deliver ads based on the mood and body language of individual viewers.
The technology, as reported by Advertising Age, would gauge the emotional states of individuals based on "search queries, emails, instant messages and use of online games, as well as facial expressions, speech patterns and body movements." It would work in desktops, laptops, smartphones, tablets and video game consoles such as Microsoft’s Kinect. And you thought people got freaked out over the use of a little facial recognition technology in digital signage?
The obvious benefit to marketers would be ad messages that would be more targeted than ever before. The most likely first device to test the new technology would be Microsoft’s Kinect. According to PSFK, the gaming device already makes use of a motion sensor to "detect speech and gestures."
Microsoft has not publicly commented on its patent application.
- Happy or sad? You might not see that ad, if Microsoft Kinect can figure out your mood – GeekWire
- Targeting Advertisements Based on Emotion – U.S. Patent and Trademark Office
- Microsoft Files Patent to Serve Ads Based on Mood, Body Language – Advertising Age
- Microsoft Plans To Target Ads Based On Your Mood – PSFK
Discussion Questions: Will consumers welcome or be horrified at the thought of technology that tracks their moods to deliver more targeted ads? Assuming it works as it will eventually be promised, how do you think marketers will make use of the technology?