Lamar & @Posterscope USA Debut Vehicle Recognition Technology In Customized DOOH Campaign For Chevy Malibu
Gail Chiasson, North American Editor
Posterscope USA and Lamar Advertising Company have unveiled a new campaign for the 2016 Chevrolet Malibu launch using vehicle recognition technology that can identify certain types of vehicles and generate dynamic, customized messages to their drivers via digital billboards.
Developed in conjunction with Carat and Commonwealth, the campaign is now live in Chicago, Dallas and the New Jersey area and is designed to raise awareness of the Malibu’s distinguishing features, including safety and fuel efficiency.
“The Malibu Vehicle Recognition Campaign is a first for the U.S. and truly takes dynamic real-time media to the next level,” says Helma Larkin, CEO of Posterscope. “By integrating vehicle recognition technology into this campaign, we are able to deliver personalized content to drivers of competitive vehicles increasing the likelihood that messages will be noticed and remembered. It’s the first time this type of technology is being used in the U.S., but only the latest example of how we are leveraging technology to deliver impactful results through OOH campaigns.”
The vehicle recognition technology is embedded within a pole-mounted camera alongside the highway. As a vehicle approaches, the camera hones in on the grille and is able to identify the make and model of the vehicle. If it is a competitor to the Malibu, the driver of that car sees a customized message generated just for him/her on a digital billboard about 1,000 feet down the road. The camera does not collect license plate information or driver imagery, and all data is deleted as soon as the customized message is delivered on the billboard.
“As a media owner, we are constantly looking for innovative new ways to utilize technology and out-of-home, helping advertisers talk to consumers with relevant creative,” says Ian Dallimore, Lamar’s director of digital innovation and sales strategy. “Using Lamar’s digital network and vehicle recognition technology, we were able to help Posterscope deliver a personalized one-to-one message to Chevrolet’s target audience.”
The vehicle recognition campaign, currently running in the three markets through the end of April, is part of a larger out-of-home initiative spearheaded by Posterscope USA to raise awareness and drives sales of the new 2016 Chevrolet Malibu.
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