2,000 sq.ft Piccadilly Circus billboard programmed to flash ads as per audience profile

Built-in cameras will analyse approaching vehicles—make, model and colour—and serve pre-programmed ads aimed at the person it presumes is behind a particular kind of wheel.

A large 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 sq. ft in size and divisible into six ads, will feature about some 11 million pixels, says a Wired U.K. report. It is the largest of its kind in Europe.

Built-in cameras will analyse approaching vehicles—make, model and colour—and serve pre-programmed ads aimed at the person it presumes is behind a particular kind of wheel.

The Adweek reports that 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.