HYGH Blog

Five on Friday: May 17

Top news every week from the world of advertising, adtech, and emerging tech.

Digital Signage can Improve Driving Performance

World first research in Australia this published this week looked at whether digital billboards are a source of distraction to drivers. The study, conducted by the Australian Road Research Board (ARRB), measured driver behaviour in the presence of two digital billboards in real-world environments. Researchers analysed veering within the lane and the failure to stop incorrectly (stopping over the line)  at an intersection as well as whether any crashes occurred. They found that were digital billboards were switched on at a range of dwell times (the time one advertisement is displayed before it changes):

  • Lane draft was either improved or was unaffected
  • Stopping over the line was improved in all but one instance
  • No crashes

 

According to Outdoor Media Association (OMA) CEO Charmaine Moldrich:

"We were already confident that well designer digital Out of Home signs were safe, but we were surprised to learn that our signs can actually help improve driver performance, probably because they encourage people to look up from in-car distractions"

Brewdog Too Punk to Pay?

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Brewing behemoths BrewDog were called out this week for their latest advertising campaign with the claim by Manifest marketing agency that the idea was pitched but rejected and they were thus unpaid for the idea. Several agencies took to twitter claiming similar experiences, while others took to reddit asserting that the company required extensive creative work as part of job applications, work that was used by the company despite the applicant not getting the job. It's started a conversation about ideas around creative IP, excessive tasks required in job interviews and how can a millionaire brewing company actually call themselves Punk? The dispute with Manifest has since been settled 'amicably".

Google Funded ads to Fake Abortion Clinics 

At a time with abortion rights are on the front pages of every news site, research by The Guardian revealed that Google has given tens of thousands of dollars in free advertising to an anti-abortion group that runs ads suggesting it provides abortion services at its medical clinics, but actually seeks to deter “abortion-minded women” from terminating their pregnancies. There are close to 4,000 fake women's health centersall over the country vs. only 780 real abortion providers. Google has for allowing crisis pregnancy centersor CPCs to appear on google maps when searching for abortion clinics.

The grant was awarded as part of a program to support international nonprofits with in-kind donations worth up to $10,000 a month. 

Facial Recognition Banned in San Francisco 

This week the state of California banned its government agencies from using facial recognition tech, making the city the first to do so. No government agencies in California actually use the technology, however, many California based tech companies are heavily invested in the tech. Facial recognition technology is increasingly used around the world by law enforcement and at airports. It is also becoming a tool utilized in digital out of home advertising at a fairly rudimentary level, to market campaigns specifically to people based on age and gender, and track these traits and the facial expressions of ad viewers.  However facial recognition technology also raises fundamental issues about privacy, surveillance and the accuracy of the technology. Last month researchers revealed that its use could place transgendered people at undue risk of police attention and even death due to mistaken identity.  With legislative and public concern, those in ad tech need to consider their options.

The Chip Shop Awards Finalists Announced

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They're back! The Chip Shop Awards celebrate pure, unadulterated creativity. It's a platform where anything and everything is allowed, and awards with no rules and no boundaries mean the possibilities are endless! Entries deal in anything and everything from male suicide to airlines. Mariah Carey, and condoms. The winners will be announced on June 11.

Stay tuned for most news next Friday!