A new digital billboard in London’s Piccadilly Circus uses recognition technology to display targeted advertisements based on the make of passing cars, and the gender and age of pedestrians.
The screen wraps around the facades of buildings overlooking the popular tourist destination, and replaces six separate screens that previously formed the advertisement display.
Built-in cameras concealed within the screen can track the make, model and colour of passing cars to deliver targeted adverts, said Landsec, the company that owns the billboard named Piccadilly Lights.
Brands are able to pre-programme specific adverts to play when particular cars drive past, and adapt to the age or gender of passersby.
The cameras and an algorithm register visual cues – for instance, hair length and height – to make assumptions on the demographics of the area. For example, if the algorithm detects a higher proportion of women in the area it could display promotions for womenswear.