Billboard Advertisements Change Based On Speed Of Passing Cars

Iot Technologies are starting to be used for more precisely targeting customers on-the-go; specifically, while they drive.

As drivers in Canada pass select billboards, content on those billboards changes based on how fast drivers are going at the moment.

In a new campaign for Danone Canada Yogurt’s drinkable yogurt, DanActive, customized messages are being sent to billboards based on data from more than 275 million vehicles, in-car navigation systems, mobile navigation apps and transportation agencies worldwide, according to Kevin Foreman, general manager, GeoAnalytics INRIX, the big data company helping facilitate the billboards.

INRIX collects and analyzes the billions of data points to provide nearly real-time speeds of traffic around each billboard and based on the speed of surrounding traffic, the billboard updates its content to match. The billboard side of the operation is handled by digital billboard company, Dynamic Outdoor.

The campaign was created by Y&R Canada for Carat (Danone Canada's advertising agency) and different versions of the ads were created to better target drivers in four defined ranges of traffic speeds: slower than 20% of the speed limit, 20-34% of the speed limit, 35-64% of the speed limit and faster than 65% of the speed limit.

In addition to the speed of traffic, location-specific messaging is included in the mix. For example, when traffic is moving slower than 20% of the speed limit on the Gardner Expressway, one billboard reads: “At least parking is free on the Gardiner.”

Some agencies have explored traffic-driven adapting billboards, but this is the first time that it has been achieved based on four criteria, rather than two.

The billboards are currently running in Toronto and Montreal through July 26, displaying in English and French.

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