A smart-retail advertising pilot at Tsim Sha Tsui station in Hong Kong used computer vision technology to analyse audience behaviour in real time.

Run by JCDecaux Transport, it captured metrics such as footfall, movement direction, demographic estimates and screen engagement.

This first-of-its-kind initiative in Asia’s metro advertising industry leverages AI analytics to transform outdoor advertising, delivering precise, data-driven insights.

Leveraging its digital advertising inventories across the MTR network, local company SmartRetail (www.smartretail.co) deployed the AI analytics in the iconic Digital Zone at Tsim Sha Tsui station. Images were analysed in real time without any image retained or uploaded, and the computer vision technology can also capture the metrics without retaining any personally identifiable information.

The pilot’s success demonstrates the potential of AI analytics, providing advertisers with actionable insights to optimise campaign performance. By streamlining data processes, this initiative is said to set a benchmark for efficiency and precision. The success of this initiative paves the way for broader adoption of AI-driven measurement, enabling smarter and more effective outdoor campaigns across the MTR network.

To ensure data accuracy and the reliability of the findings, the pilot incorporated independent auditing protocols conducted by the global market research specialist Ipsos (www.ipsos.com). The results confirmed:

• Directional analysis: The method for determining audience movement proved effective and straightforward, using basic coordinate comparisons to track flow accurately.
• Granular audience insights: The model excelled in demographic classification, achieving a high true positive rate for male and female categories.
• Accurate age estimation: With a mean absolute error of approximately 4.5 years, the model’s age predictions closely aligned with manual assessments.

“This pilot transforms the outdoor advertising business into a dynamic media platform, providing the market with trusted, data-rich insights, empowering brands to engage audiences more effectively,” said Shirley Chan, managing director at JCDecaux Transport. “The achievement signals a new era for metro advertising, where data-driven precision and accountability become the foundation for strategic decisions. By embracing AI-powered audience measurement, MTR advertising is not only enhancing transparency but also unlocking smarter ways for brands to engage commuters in high-impact environments, paving the way for advertisers to move beyond assumptions and towards measurable, meaningful connections”.

JCDecaux Transport (www.jcdecaux-transport.com.hk) is the main subsidiary of outdoor advertising company JCDecaux Group. Established in 1976, JCDecaux Transport is an outdoor advertising company in Hong Kong. Having managed the advertising sales concessions of MTR (www.mtr.com.hk) for up to 47 years, the company also operates the advertising concessions for Hong Kong International Airport, Macau International Airport and Pacific Place Passages.