In June, a consortium of 11 Japanese transport operators launched the ‘Digital Signage Promotion Project’ (DSPP), a one-year DOOH pilot.

A total of 27 screens have been installed in underground stations around Tokyo. The terminals are fitted with cameras and tracking software that can determine age and gender of passengers watching the screens.

In line with current good practice for this type of system, no images are recorded (just the metadata is stored).