Tokyo trials digital billboards that scan passers-by
Friday 16 July 2010
Digital advertising billboards being trialled in Japan are fitted with cameras that read the gender and age group of people looking at them to tailor their commercial messages.
The technology - reminiscent of the personalised advertisements in Steven Spielberg's sci-fi movie "Minority Report" - forms part of the Digital Signage Promotion Project, which is currently in a test phase.
A consortium of 11 railway companies launched the one-year pilot project last month, and has set up 27 of the high-tech advertising displays in subway commuter stations around Tokyo.
"The camera can distinguish a person's sex and approximate age, even if the person only walks by in front of the display, at least if he or she looks at the screen for a second," said a spokesman for the project.
If data for different locations is analysed, companies can provide interactive advertisements "which meet the interest of people who use the station at a certain time," the project said in a statement.
While in "Minority Report" advertisers recognise individuals such as Tom Cruise's character by name and make purchasing suggestions, the Japanese project does not identify people and only collates demographic data.
The technology uses face recognition software to glean the gender and age group of passers-by, but operators have promised they will save no recorded images, only the collated data about groups of people.
Life & Style blogs
iOS 8 apps and features: eight iPhone settings you need to look at after you install the update
iPhone 'Wave': iOS 8 hoax claims you can charge your iPhone in the microwave - you can't
From Topshop to Burberry, London Fashion Week spring/summer 2015: Distraction could not disguise a distinct lack of focus
Exclusive interview with Jourdan Dunn: Mother, one of the world's best-paid models and ambassador for sickle-cell disease
No new blood and no fresh ideas at Milan Fashion Week: How do you solve a problem like Milano?
Scotland could still declare independence – even without referendum, says Alex Salmond
Scottish referendum results: Cross-party consensus collapses amid Tory-Labour spat on the 'English question'
Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
Scottish independence: David Cameron is becoming the 'George Bush of Britain'
Plebgate MP Andrew Mitchell called officer a 'little s**t', claim court documents 'exposing ex-Chief Whip's 'record of abusing police'
Archbishop of Canterbury admits doubts about existence of God
- 1 All Blacks Aaron Cruden misses New Zealand flight after drinking session, has brilliant excuse
- 2 Kim Kardashian 'nude photos' leaked on 4chan weeks after Jennifer Lawrence scandal
- 3 'F*ck it, I quit': TV reporter Charlo Greene quits live on air in spectacular fashion
- 4 Alicia Keys leaks nude photo 'to create a kinder and more peaceful world'
- 5 Clothes store Joy angers mental health campaigners with Twitter exchange on bipolar disorders
iJobs Gadgets & Tech
£20000 - £25000 per annum + OTE £40,000: SThree: SThree are a global FTSE 250 ...
£20000 - £25000 per annum + OTE £40000: SThree: As a Recruitment Consultant, y...
£20000 - £25000 per annum + OTE £40,000: SThree: SThree Group have been well e...
£15 - £17 Per Hour: Clearwater People Solutions Ltd: Our client is currently r...