NEC Corp is counting on a new digital signage system that determines the age and sex as well as other “attributes” of the people standing in front of the scree. The system uses facial recognition software and sends a gender and age appropriate advertisement to the screen.

Tech-On reports:

“Participants stand in front of the display and hold a FeliCa-based mobile phone over the reader/writer. The system determines the user’s gender and generation through the camera image using the face recognition technology.

The display shows advertisements that would suit the user’s gender and generation, choosing from the 15 candidates prepared in advance. An electronic coupon that would match the attributes is sent to the user’s mobile phone at the same time.”

It will be interesting to see how this type of digital ad presentation evolves and how those who are concerned with privacy issues will react. Although this isn’t an invasion of privacy considering the signs are in public domain, there are those that feel this is a “surveillance system”.

Personally I would rather see an advertisement that is geared to me a 48 year old male than one directed to my 8 year old daughter.