Picadilly Lights, the 2,6000 square feet of digital signage in downtown London, is targeting its ads to individuals and drivers who pass by.
The enormous billboard features integrated cameras, which analyzes people and cars, detecting the age, demographic and gender of a person. The LED screens will then play pre-programmed ads aimed at that particular person. In addition, the billboards can even detect the emotions of those in its path, which helps in the delivery of "bespoke ad content."
Coca-Cola, Hyundai, Samsung and L'Oreal will be the first major companies to test out the new advertising screens, however, it's unclear whether the companies plan to utilize the emotion-detecting technology, or whether the large LEDs will be used as a traditional advertising medium.