'Media Eyes' billboards track consumers' ages in Birmingham

Giant "smart" outdoor screens, which track the ages of passers-by and select ads based on their profiles, have been unveiled in Birmingham.

Media Eyes: billboards will track the ages of passers-by
Media Eyes: billboards will track the ages of passers-by

Digital outdoor ads specialist Ocean Group has partnered with Network Rail to bring the screens to Birmingham New Street Station.

Known as Media Eyes, the screens will survey passers-by's demographics and select the most appropriate adverts for their current audience. The smart screens can also display community content and emergency information if required.

The deal sees the first major contract win for Ocean Group since last year's acquisition of Signature Outdoor, and its first landmark deal with Network Rail. The deal was negotiated by Signature Outdoor for Ocean Group.

Three LED screens measuring, 30 metres by seven metres, are set to launch at the end of September at the rail, retail and business hub. The addition of the screens is part of a £200 million investment in the redevelopment of Birmingham's infrastructure.

Tim Bleakley, the chief executive at Ocean Group, said: "This multi-million pound investment is a significant addition to the Ocean portfolio in a prestige transport and retail environment.

"The Media Eyes will allow advertisers to reach premium rail passengers, business and retail audiences in one of the UK’s fastest growing cities."

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