Amscreen claims it is the first media owner to adopt this technology on such a large scale in Europe and the technology will be rolled out over its 6,000 screens, which claim a weekly audience of 50m.

Coupled with Amscreen’s audience data, the addition of Quividi will allow the outdoor advertising channel to pinpoint target audiences by gender, age, date and time.

According to the network, a 12-month trial showed that 94% of shoppers viewed onscreen content while in store, making it the highest conversion rate in the sector.

Amscreen CEO Simon Sugar said: “Ultimately, our aim is to optimise our advertisers’ campaigns, reduce wastage and in-turn help shed the image that outdoor cannot be ultimately measureable and transparent.”