Skip advert
Advertisement

New roadside screens to track cars and target ads at drivers

Piccadilly Circus' famous billboard will soon be able to detect different makes and models of car and stream ads aimed at their drivers

Hyundai to replace Sanyo in Piccadilly Circus

Drivers of the future could be targeted by personalised ads on digital billboards as advertisers invest in cameras and tech capable of recognising makes and models of car, as well as the ages, genders and even moods of drivers.

A billboard installed in London’s famous Piccadilly Circus is said to be able to target passing cars and occupants thanks to the use of high-tech camera systems. The cameras hidden in the screen are said to be able detect the vehicle make, model and colour as well as the age, sex and mood of people walking on the street nearby. The billboard will then show them personalised ads to suit their profile. The new tech is due to be switched on in the coming weeks, before the Christmas shopping period begins and could soon roll-out nationwide. 

Advertisement - Article continues below

Piccadilly’s Light screen is Europe’s biggest digital screen and is operated and owned by Land Securities. On the company’s homepage, the firm said: “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.” 

How to advertise your car with a great classified car ad

However, the new form of advertising has drawn criticism from privacy groups. The Big Brother Watch told The Times: “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. 

“The suggestion that Piccadilly Circus will become a wall of personalised ads on monitoring people, vehicles and WiFi connections crosses the creepy line by a mile.” 

Would you want to see personalised ads on billboards as you drive by? Tell us in the comments below... 

Skip advert
Advertisement
Skip advert
Advertisement

Recommended

Road tax set to rise in April: here’s how much more you’ll pay
Road tax documentation
News

Road tax set to rise in April: here’s how much more you’ll pay

Drivers with newer cars will now pay £10 more per year, although the biggest gas guzzlers fare even worse
28 Mar 2024
‘Secret’ UK courts are fast-tracking speeding fines say magistrates
Speed camera van window
News

‘Secret’ UK courts are fast-tracking speeding fines say magistrates

New guidance from Magistrates’ Association calls for reform and aims to expose ‘secret’ Single Justice Procedure system
26 Mar 2024
Low on stock: Only 1-in-10 UK supermarkets offer electric car charging
Polestar 2 and LEVC TX connected to Sainsburys EV chargers
News

Low on stock: Only 1-in-10 UK supermarkets offer electric car charging

A survey by Zap-Map and the RAC reveals only 13% of supermarkets are equipped with EV chargers, despite a 59% increase in the past year
22 Mar 2024
Mis-sold car finance scandal: could you be due compensation?
Missold car finance
News

Mis-sold car finance scandal: could you be due compensation?

Did you buy a car on finance between April 2007 and January 2021? You could be owed thousands!
21 Mar 2024

Most Popular

Road tax set to rise in April: here’s how much more you’ll pay
Road tax documentation
News

Road tax set to rise in April: here’s how much more you’ll pay

Drivers with newer cars will now pay £10 more per year, although the biggest gas guzzlers fare even worse
28 Mar 2024
Posh new trim level for Dacia Sandero while the Sandero Stepway gets more power
Dacia Sandero - front
News

Posh new trim level for Dacia Sandero while the Sandero Stepway gets more power

Both the Sandero and Sandero Stepway ranges have been tweaked, gaining more safety features to meet the latest regulations
26 Mar 2024
Huge Audi new car blitz to bring us 9 models in 2 years
Upcoming Audi models - four-way image
News

Huge Audi new car blitz to bring us 9 models in 2 years

After a quiet few years, the German giant is gearing up for its biggest product onslaught to date
25 Mar 2024