Japanese technology researchers at electronics company NEC have announced the development of demographic-recognisable ‘smart’ billboards.

The billboards target consumers with customised advertising, based on their demographics as picked up by built-in cameras.

Using face-recognition technology, the ‘Next Generation Digital Signage Solution’ would allow advertisers to develop more accurate campaigns.

Despite comparisons with the movie Minority Report and other privacy concerns, NEC representatives have assured that people’s identities would remain anonymous.

The announcement comes one week after the Outdoor Media Association launched its Australian out of home advertising measurement system MOVE.