# Individually Targeted Billboard Ads Picadilly Lights Changes Ads Based on the People Passing By By Ell Smith | Published 2017-10-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/picadilly-lights References: [adweek](http://www.adweek.com/creativity/a-giant-new-billboard-in-london-knows-what-car-you-drive-and-even-how-youre-feeling/) & [oceanoutdoor](http://www.oceanoutdoor.com/products/digital/piccadilly-lights/) 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](https://www.trendhunter.com/trends/3d-coca-cola-billboard), [Hyundai](https://www.trendhunter.com/trends/hyundai-motor), [Samsung](https://www.trendhunter.com/trends/data-driven-digital-experience) 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. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 42% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Individualized Targeted Advertising:** The use of integrated cameras and data analysis to create personalized ads based on individual demographics, gender, and emotions presents a disruptive innovation opportunity in the advertising industry. - **Emotion-detecting Technology:** The ability to detect emotions and deliver ad content accordingly opens up new possibilities for creating highly tailored and engaging advertising experiences, revolutionizing the way ads are presented to consumers. - **Interactive LED Billboards:** The integration of camera technology with LED billboards allows for real-time customization of ads, providing a dynamic platform for brands to connect with their target audience in a more personalized and impactful way. ### Who This Affects Most - **Advertising and Marketing:** The advancements in targeting and customization technologies offer disruptive innovation opportunities for advertisers to create personalized and relevant ad campaigns that resonate with consumers on a deeper level. - **Technology and Electronics:** The integration of cameras and data analysis in digital signage represents a disruptive innovation opportunity for tech and electronics companies to develop advanced systems capable of capturing and analyzing real-time customer data. - **Retail and Consumer Goods:** The ability to deliver individually targeted ads based on demographics, gender, and emotions opens up new possibilities for retail and consumer goods companies to create unique and personalized shopping experiences for their customers. ## Related on Trend Hunter - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Data-Driven Digital Experiences](https://www.trendhunter.com/trends/data-driven-digital-experience.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Retail Marketing Advancements](https://www.trendhunter.com/trends/programmatic-targeting-solution.md) - [Personalized Grocery Billboard Campaigns](https://www.trendhunter.com/trends/tesco-ireland-1.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Virtual AI Snow Globes](https://www.trendhunter.com/trends/piccadilly-lights-1.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md)