Targeted Billboards Hit Oz Roads
The billboards feature inbuilt cameras able to take a snapshot of an individual car as it approaches, measure its features and match it against a database to determine its make, model and colour.
An algorithm then matches this with contextual information such as the time of day, weather conditions and traffic conditions to generate one of 80 come-on ads.
M&C Saatchi, the advertising agency that worked on the campaign alongside APN Outdoor and TMS, is calling it “direct messaging on steroids”.
Porsche launched a similar but less sophisticated advertising campaign last week.