The NYTimes has an article about sensing billboards, these are from a company called Quividi. Their basic mode of use is pictured above. The broad idea has been around for some time, we reviewed a number of other potential implementations of interacting merchandising systems, including one that could present different images depending on the demographics they sensed, though it did not claim to be perfect in recognition. Privacy is always a concern, but these systems don't usually record or transmit what they 'see'. That is not what they are installed for.
It seems these kinds of displays are frequently used for promotional events, but rarely installed permanently in retail. Another, more entertainment driven interactive advertisement system we tested is Reactrix, which can now interact with consumers via gestures. Typical implementations are in trade shows, casinos and movie theaters. Their site has a good demo video.
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