Famous billboard at Piccadilly Circus will be able to target cars and stream ads based on their findings

Smart technology recognises the make and model of cars & sends targeted ads to the driver

 
The famous billboard at Piccadilly Circus will shortly be able to target cars and stream ads to the driver based on their findings.
Smart technology used behind the scenes will enable the billboard to send targeted personalised ads to drivers passing by and also to people walking along the street close by.
The billboard will be able to recognise the make and model of a car driving by, as well as the colour, age, sex and even what mood the driver is in as they pass by.
The billboard located in the capital’s famous Piccadilly Circus is thought to be able to target cars and their occupants as they pass by with the help of high-tech camera systems.

Smart technology recognises the make and model of cars & sends targeted ads to the driver

Famous billboard at Piccadilly Circus will be able to target cars and stream ads based on their findings © Copyright Richard Cooke and licensed for reuse under this Creative Commons Licence.


 
The hidden cameras within the big screen will then be able to pick out the make, model and colour of the car, as well as the age, sex and mood of its occupants and even people walking along the street will be targeted.
Personalised ads will then be shown on the billboard based on the profile of the car and its occupants, as well as those walking close by.
The new smart technology is planned for release before the Christmas season begins and is due to be switched on sometime in the next few weeks. If the personalised billboard proves a success, it could be rolled-out in other cities up and down the country.
The Piccadilly billboard is owned by Land Securities and is the biggest digital screen in Europe.
This is what is says on the company’s homepage: “The screen can deliver bespoke ad content that responds to real-time factors such as the weather or the colour of passing cars – but don’t worry it won’t collect or store personal details or data.”
This new mode of advertising as however come under scrutiny from a number of privacy groups, including The Big Brother Watch who said: “When the new look Picadilly Circus reveals itself to the general public, it will to all intents and purposes be a no-go zone for anyone who wishes to maintain their privacy and their security from prying eyes.”
 
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