In the UK, 'Media Eyes' billboards track consumers' ages

The OOH campaign sizes up pedestrians to target ads

Media Eyes billboards will track the ages of passersby.
Media Eyes billboards will track the ages of passersby.

Giant "smart" outdoor screens that track the ages of passersby and select ads based on their profiles, have been unveiled in Birmingham.

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 the demographics of pedestrians and select the most appropriate ads for them. The smart screens can also display community content and emergency information if required.

The deal marks 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 by seven meters 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 ($309 million) investment in the redevelopment of Birmingham's infrastructure.

According to Tim Bleakley, the chief executive at Ocean Group, "This multimillion 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."

This article first appeared on

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