IP or USB cameras are used in outdoor digital signage for several reasons:

1. Audience Analysis: Cameras can capture data about the people passing by the signage, such as their age, gender, and even their emotions. This information helps in understanding the demographics of the audience and tailoring content to suit their preferences.

2. Targeted Advertising: With the data collected from cameras, outdoor display monitor can display targeted advertisements that are more likely to resonate with the specific audience.
   For example, a Croatian advertising company used cameras to recognize the size and breed of passing dogs. Based on that information, personalized ads were displayed on an imotion outdoor digital sign. This simple algorithm resulted in a threefold increase in engagement.

3. Analytics and Feedback: Cameras provide valuable data for analyzing the effectiveness of digital signage campaigns. Operators can measure engagement metrics, track the number of viewers, and gather insights into which content performs best. This data helps in refining future campaigns.

4. Security: In addition to audience analysis, cameras can also serve as a security measure by monitoring the area around the digital signage for any unusual activity or incidents.
   Intelligent software solutions can be very expensive, but this is not always the case. Infinitus developed Controlmotion software, primarily designed for monitoring imotion outdoor signs, but it also offers a comparable alerting solution. When an object crosses a defined line, the system administrator receives an email alert along with a screenshot.

5. Interactive Experiences: Cameras can enable interactive features, such as gesture recognition or touchless interfaces, allowing viewers to engage with the content in a more immersive way.