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		<title>Digital signage promises a 'Minority Report' experience, but who's watching the watchers?</title>
		<description>Discuss Digital signage promises a 'Minority Report' experience, but who's watching the watchers?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers</link>
		<lastBuildDate>Fri, 03 Apr 2026 23:26:06 +0000</lastBuildDate>
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			<title>Arturo says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-2546</link>
			<description><![CDATA[Great post, I think people should learn a lot from this weblog its real user genial. So much wonderful information on here :D.]]></description>
			<dc:creator>Arturo</dc:creator>
			<pubDate>Sat, 16 Jul 2016 14:24:47 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-2546</guid>
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			<title>Laura Cison says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-2444</link>
			<description><![CDATA[Ironically this topic is still a point of discussion. I will be hosting a round table at DSE next week comparing where DS is today with "The Minority Report". The obsession continues!]]></description>
			<dc:creator>Laura Cison</dc:creator>
			<pubDate>Fri, 11 Mar 2016 20:19:44 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-2444</guid>
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			<title>Josh Tonasket says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-445</link>
			<description><![CDATA[Facial recognition software is already hot off the presses and being used in the security industry. I promote interactive digital signage that offers the ability to data mine, but you still have to opt in by touching the screen. Once Retailers starting using the facial recognition software under the "security" guise, the Marketing Department will slip in and data mine the tapes which will reveal the shopping habits of unaware shoppers. They can mine for product placement results, shopping behavior and how different ethnicities purchase or respond best to products. These are only the first offers from facial recognition software companies. Forget about it if you so happen to look like someone earmarked on their system for shoplifting. I think we should warn our customers about what is too much big brother marketing.
Josh Tonasket]]></description>
			<dc:creator>Josh Tonasket</dc:creator>
			<pubDate>Mon, 17 Dec 2007 21:37:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-445</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-444</link>
			<description><![CDATA[Hi Matthew,
So your question relates to the efficacy rather than the ethics of using traffic data to target content towards users. It's slightly off-topic for this post, but obviously quite central to the development of the industry...
If you're an advertiser looking to bring in foot traffic, a multi-venue approach is usually best, as it lets you focus on the places where your target customers are most likely to be found. You can do this by studying the venues and their audience by hand, subscribing to research data, or using a booking platform like SeeSaw. In any event, you need to figure out who you're trying to reach based on their demographics and psychographics, and then target the places they visit so your ads reach them accordingly. Of course, the holy grail (from a marketer's perspective, anyway) would be tracking every consumer individually rather than just looking at aggregate groups.
This takes us back to the privacy concerns covered in this article. Once the technology is there to allow this level of tracking (and it's not far off), we need to be very careful as an industry to disclose what we're collecting and what we do with it, and provide people a way to opt-out, particularly if data-sharing arrangements between multiple vendors or retailers become commonplace.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 13 Dec 2007 23:40:15 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-444</guid>
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			<title>Matthew says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-443</link>
			<description><![CDATA[Bill,
Love your columns. Very insightful and speak to the plain and simple minded folk like myself. :)
Just posted a entry on our company blog:
http://www.nmotiontech.com/displaydiary/2007/12/13/which-space-has-the-most-potential-for-advertisers/
was wondering if you wouldn't mind commenting on it?
thanks
Matthew J. Olivieri]]></description>
			<dc:creator>Matthew</dc:creator>
			<pubDate>Thu, 13 Dec 2007 21:22:53 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-443</guid>
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			<title>Jeremy says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-442</link>
			<description><![CDATA[Although the discussion about online privacy is certainly more advanced than anything we're seeing in out-of-home media right now, it does seem like most consumers don't really care what's being collected about their behavior. In fact, most of the articles I've seen about the "Eraser" feature that was just introduced by Ask.com (see http://sp.ask.com/en/docs/about/askeraser.shtml) have pretty much said the same thing: it's a neat idea, but until more consumers start demanding it, the big players like Google and Yahoo won't be volunteering to erase their valuable data when and how consumers see fit. I just hope that the companies that are collecting this data within the digital signage industry are using it responsibly and taking steps to protect it. Just think about how scary it would be if the viewer tracking data from your local grocery store ended up on the web, and people could look for your face and then cross-reference it to find all the times and dates that you shop there.]]></description>
			<dc:creator>Jeremy</dc:creator>
			<pubDate>Wed, 12 Dec 2007 20:25:35 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-442</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-441</link>
			<description><![CDATA[Laura: Hopefully you can dig up that Philips study, as it's gone against most of the research that I've seen recently (at least wrt online privacy, which is admittedly a bit different from the end-user's perspective). In fact, I don't know if you remember, but I asked Dave Polinchock about privacy back at ARM 2006, and his take was that most shoppers don't really seem too concerned about it right now. Of course, we don't know if that's because they're unaware of the potential havoc on the horizon...
Adrian: Ah, Children of Men. I knew that movie wasn't totally forgettable for some reason :)]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Wed, 12 Dec 2007 19:29:52 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-441</guid>
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			<title>Jayne says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-440</link>
			<description><![CDATA[Hi Bill,
Thanks for checking out the thread... It's great to have the slippery and elusive **mass audience** involved in these conversations, since for a "not-so-new-but-still-**new**" medium like DS, the kinks (both content and platform wise) are still being worked out in huge chunks... The more the end-viewer gets involved, the more like we are to have a medium that's worthy of their eyeballs.
Laura, Do you have a link to the Philips Study? Would love to take a look.]]></description>
			<dc:creator>Jayne</dc:creator>
			<pubDate>Wed, 12 Dec 2007 19:08:24 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-440</guid>
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			<title>DailyDOOH says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-439</link>
			<description><![CDATA[Excellent post Bill!
The film Children of Men is (IMO) a bit depressing but it is set in the near future and shows digital screens everywhere (including a nice shot of a red London Bus complete with digital screens on the sides - but then, hey! we have those already!)
http://en.wikipedia.org/wiki/Children_of_Men]]></description>
			<dc:creator>DailyDOOH</dc:creator>
			<pubDate>Wed, 12 Dec 2007 08:18:27 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-439</guid>
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			<title>Laura Davis-Taylor says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-438</link>
			<description><![CDATA[Excellent post as always Bill...and a much needed POV for the industry as we attack new measurement tools slowly and steadily. Just looking at recent articles within DMNews about activity with Do Not Call, Do Not Mail and the new Do Not Track online proposal, it's not hard to assume that privacy advocates will not take this kind of scenario lying down. Philips Design did an extensive worldwide research study on the subject 6 years ago (they were thinking ahead I suppose!) and found that customers would be open to being tracked IF they could control what level, what brand/s and when. Otherwise, no way. Seems we need to tread very carefully here and be sure that initial tracking is not personalized in any way unless 100% opt-in.]]></description>
			<dc:creator>Laura Davis-Taylor</dc:creator>
			<pubDate>Wed, 12 Dec 2007 07:17:46 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-438</guid>
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			<title>devang says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-437</link>
			<description><![CDATA[Hi Bill, you hit upon the right note here..
Recognition Technologies, Recommendation Engines & Screens are a lethal combo for a marketer, but it need not be otherwise for shoppers.
my guess is that retailers who decide to have a ambient system where shoppers cannot opt-out will suffer. also, one must not ignore that we're already experiencing something very similar with online. It took us less than 7 years to start seeing everything around us through the google lens. we depend on it to make sense of the what's around the internet. with clutter becoming commonplace, the choices before consumers are overwhelming and my guess is we'd be happy to accept anything that makes our lives simpler. making content relevant, making it personal beyond the internet has already begun..]]></description>
			<dc:creator>devang</dc:creator>
			<pubDate>Wed, 12 Dec 2007 04:35:50 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-437</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-436</link>
			<description><![CDATA[Hey Jayne,
I just read up on your "creepy digital signage" thread (http://www.theweboutside.com/?p=49) - the comments are really excellent.
The main source of negativity towards digital out-of-home thus far has been from folks that feel that any kind of advertising blights the landscape (rightly or wrongly). I think privacy issues are **starting** to crop up (thanks to crappy e-voting, e-passport and federal ID action), but not many people have put two and two together yet.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 11 Dec 2007 17:01:42 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-436</guid>
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			<title>Jayne says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-435</link>
			<description><![CDATA[Hi Bill,
Excellent post-- extremely thorough and well put, as always. I've been thinking around the same topics lately, and trying to get at the root of the audience fear... An interesting discussion has ensued, both from inside and outside of the industry, which I think is a really great sign.
See you at the DSE!]]></description>
			<dc:creator>Jayne</dc:creator>
			<pubDate>Tue, 11 Dec 2007 16:54:27 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-435</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-434</link>
			<description><![CDATA[Two that immediately come to mind are Blade Runner and The Fifth Element.
I think Blade Runner was the first to really illustrate the potential of digital out-of-home media]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 11 Dec 2007 16:48:31 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-434</guid>
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			<title>Jeremy says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-433</link>
			<description><![CDATA[Does anyone know of any movies that portray digital signage in a positive (or at least neutral) light? If we get enough of them listed here, maybe people can start referring to those instead of "Minority Report". I'll start the list by mentioning the 3D billboards in "Back to the Future".]]></description>
			<dc:creator>Jeremy</dc:creator>
			<pubDate>Tue, 11 Dec 2007 16:45:59 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/641-digital-signage-promises-a-minority-report-experience-but-who-s-watching-the-watchers#comment-433</guid>
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