{"id":1095,"date":"2016-10-17T13:11:06","date_gmt":"2016-10-17T13:11:06","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=1023"},"modified":"2016-10-17T13:11:06","modified_gmt":"2016-10-17T13:11:06","slug":"vehicle-recognition-billboards","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/vehicle-recognition-billboards\/","title":{"rendered":"Vehicle Recognition Billboards"},"content":{"rendered":"

Do you notice billboards on the side of the road when you\u2019re driving? Most people do, but they\u2019re far more effective if they\u2019re something you can relate to instead of a generic ad. However, this can be quite a challenge for advertisers because of the diverse backgrounds of drivers going past the signs. There\u2019s no way that they can make a billboard that will speak specifically to each driver and blast the right message.<\/p>\n

Or, is there?<\/p>\n

Yes, there have been a few different times that billboards got a little bit personal with the drivers looking at them!<\/p>\n

The Chevy Malibu Is Better Than Your Car<\/h2>\n

\"Vehicle<\/p>\n

This campaign was one that advertised the Chevy Malibu automobile, but it didn\u2019t simply stop at showing a nice message with an image. Instead, the digital billboard had special technology to register who was watching it, and then it responded in a way that would speak specifically to that audience. So in place of the generic ad, it would directly compare the Chevy\u00a0to the type of car that the person was driving. For example, it would tell drivers who have a Ford Fusion, Nissan Altima, Toyota Camry, or Hyundai Sonata what better gas mileage (or other benefits) they would have in a Malibu.<\/p>\n

\"Billboards<\/p>\n

The campaign was put together as a joint effort between Posterscope USA<\/a> (an out-of-home communications agency) and Lamar Advertising Company (an outdoor advertising company). It was placed in New Jersey, Dallas, and Chicago, and the timing of the display was key to the whole process. It would change the display with adequate time for the driver to see it as they passed, and then it would change back to the original image.<\/p>\n

Also, it\u2019s important to know that the system didn\u2019t save any information about the drivers!<\/p>\n

It\u2019s Not Always about Cars<\/h2>\n

\"Billboard<\/p>\n

This type of technology can target drivers, but it doesn\u2019t necessarily have to talk about cars. There\u2019s another similar example that was used in London, but it dove more into the interests of the drivers. In this case, there were three digital billboards placed right next to each other, and the whole thing was positioned next to a roundabout. This allowed for more space to deliver a single message, and it was an easier opportunity to mix images with text and logos.<\/p>\n

This sign was developed by Ocean<\/a>, a British advertising agency, and it builds a profile of a driver based on the type of car they\u2019re in. Then it can advertise luxury goods, clothing, newer models of the same car, and other products and services that the particular group might be interested in.<\/p>\n

Again, they made a point of saying that it didn\u2019t store any personal information.<\/p>\n

These Signs Can Boost Egos<\/h2>\n

There was an electronic billboard outside of an airport in Melbourne, Australia that liked to help a certain type of customer brag more than usual. Whenever a Porsche was about to cruise by, they would be greeted with the message that \u201cIt\u2019s so easy to pick you out in a crowd,\u201d and the Porsche logo. This one was put together by oOH! Media, and it was a great way to make a luxury brand feel even more luxurious.<\/p>\n