A Giant New Billboard in London Knows What Car You Drive, and Even How You're Feeling

Picadilly Lights wants to be your advertising friend

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

A big and flashy new billboard in London’s Piccadilly Circus is joining the trend of targeting individual passersby, both pedestrians and drivers, and then serving ads to them.

The digital LED screen, about 2,600 square feet in size and divisible into six ads, will feature about some 11 million pixels, Wired U.K. reports, and is the largest of its kind in Europe. Built-in cameras will analyze approaching vehicles—make, model and color—and serve pre-programmed ads aimed at the person it presumes is behind a particular kind of wheel.

The billboard will also be able to determine the “gender, age group and even emotions” of nearby pedestrians, too, and “deliver bespoke ad content” to them, according to Landsec,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in