As the automotive industry prepares us for a world in which motorists will be mere passengers, and the cars will do the driving themselves, digital out of home is also delivering a major gear change in how it serves content to drivers .
Cruise up to the lights at Holland Park Roundabout in a nifty sports car, for example, and the tri-screen digital installation opposite will start talking directly to you.
It could be to advertise a new model of the same car; the screens could serve an advert for a rival car model; it could be for a new product which is aimed at people like you; or it could be content to raise awareness with your audience demographic. Which, in this case according to the data research, will likely be a man, between 25 to 34 years old, who is interested in luxury clothing, high end travel and sports; although we are by no means discounting all you female sports car driving motorists out there.
Whatever the make of the vehicle, the technology is designed to give advertisers the opportunity to tailor specific messages to specific audiences and demographics based on data about the car or van, and the profile of the vehicle driver.
Over the past 12 months, we have been testing vehicle recognition technology at Holland Park and in Manchester and the system goes live for the first time with a campaign featuring Renault’s Mégane model.
Vehicle Recognition Technology doesn’t store any vehicle’s data and it doesn’t store any personal data. What it does do is deliver the right audience in the right environment and in the right context as never before.
For brands, the key takeaways of vehicle recognition technology are:
- Highly defined targeting
Greater efficiency than standard out of home play-out as the screens are only hitting your core target audience, with absolutely no wastage.
- Real-time activation
Dynamic delivery which is based on an environmental trigger.
- Cost effectiveness
Brands are only paying for play-outs when the target vehicle is waiting at the lights.