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New York startup IMRSV is the latest contender in facial recognition for digital signage.

Its new software, Cara, analyses Webcam footage to provide anonymous data on consumer attributes and actions such as gender, age, attention time, and glances. It will be competing with firms ranging from Intel to facial recognition specialist TruMedia.

Early customers include Reebok and Canadian retail digital signage specialist Adflow Networks, the company – formerly known as Immersive Labs – says.

“The essential data that we seek, as a retailer and a consumer product company, is found in the actual human response to product displays, including video content in stores, as well as product end-caps, and we now have a powerful tool for gathering this information in real time,” said Claire Fahie, head of U.S. retail for Reebok.

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The U.S., China and Japan were the world’s biggest digital out-of-home markets last year, according to new research from PQ Media – but Russia, the UK and India were the fastest-growing.

Of a global DOOH market worth a little under $8bn, around $2bn derived from the U.S., $1.7bn from China, and $800m from Japan.

Rapid growth in China from 2007 through to the first half of 2012 saw it approaching the U.S. figure to the point where PQ had expected it might secure top place, especially thanks to a second year of deceleration in U.S. growth. But China’s ascendancy then slowed down markedly in the second half of the year.

Chinese growth was outshadowed, too, by leaps of around 26 percent in both Russia and Britain, aided by the arrival of new proof-of-play technology in Russia, and by the combined effects of Olympics-related advertising and the development of digital media on transportation networks in Britain.

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