In a report published today in the Sunday Times, Mark Harris writes about Billboards 2.0. A technology created by Quividi whereby cameras are installed into billboards and other forms of digital advertising, in order to monitor the reaction of viewers and potential customers.

“We know this many people have walked in front of the screen, how many turned to face the ad, and how long they looked at it,” says Paolo Prandoni, Quividi’s chief scientific officer, in the article. “We can even tell their gender with an accuracy of 85% and measure who approaches to find out more.”

The technology allows the display to change depending on who is looking at the screen. For example, an advert that would be shown for a man, may change once a woman approaches the screen. It certainly allows for a new way to target offline advertising campaigns.