NEW YORK: "Half the money I spend on advertising is wasted; the trouble is I don't know which half," John Wanamaker once opined. A  view that has seemingly brought about a new measurement technology for outdoor video ads that is likened to TV's commercial ratings system.

A newly-developed scanning device is placed on outdoor screens in order to provide real-time data services such as facial recognition, plus an ability to determine the sex and approximate age of consumers viewing a given ad.

The technology scans the faces of viewers within twenty feet of the screen, and identifies who is watching the ads and their level of interest. The data is then sent instantly to a central computer.

Data sourced from; additional content by WARC staff