Ocean Outdoor adds facial recognition to new screen at Canary Wharf

Ocean Outdoor has upgraded the screen at Canary Wharf in London, adding higher resolution, Wi-Fi and facial recognition.

According to the company, the screen, which now measures 22.6m-squared is host to initial advertisers, Swiss Air, Infiniti, Santander and the NBA – targeting the “upbeat male audience of Canary Wharf.”

Ocean was appointed to manage the sales and marketing contracts for the screen by Thomson Reuters two years ago. This particular location reportedly sees 1.37m people walk by every two weeks.

According to a recently-published research report, the global facial recognition market is estimated to grow from $1.92 billion in 2013 to $6.5 billion in 2018, at an impressive CAGR of 27.7%.

Using facial recognition as a means to anonymously measure gender, age and shopping regularity is increasingly common for marketing applications – in particular, with embedded systems in physical signs and screens. The benefit of these systems is the ability to target advertisements depending on who is in front of the screen.

“The Screen at Canary Wharf delivers one of the most prestigious audiences in the country,” Richard Malton, marketing director for Ocean Outdoor said. “It therefore makes complete sense that this location should be equal to the audience with regard to the quality of the advertising impact. Our latest investment in this iconic full motion digital screen delivers on that perfectly.”

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