The New York Times has a good report on new OOH technologies that use video cameras at the billboard location to identify target groups and deliver ads that are relevant to them. The technology can pick up gender, approximate age and even race. The video data is sent to a central database for identification before the relevant ad is fired back to the viewer.

Companies developing the systems include Paris based Quividi and US based TruMedia Technologies.

Naturally there have been privacy concerns but all involved are insisting that the targeting is remaining completely anonymous and is only trying to target and measure OOH better.