Danone Yogurt [1]‘s drinkable yogurt DanActive’s new ad campaign is not triggered by weather, but by four different real-time traffic congestion levels of the Toronto and Montreal-area roadways where digital billboards are located.
[2]The advertising campaign, created by Saint-Jacques Vallée Young & Rubicam [3] with media by Carat [4], both in Montreal, was commissioned with Canadian out-of-home media operator, Dynamic Outdoor [5], whose digital advertising display system has the ability to pull real-time traffic data from INRIX.
[6]The campaign is running through most of June and July in both English and French.
The real-time traffic triggered campaign uses an XML feed, which pings the INRIX server on each ad rotation and displays the appropriate creative based on the up-to-the-minute traffic data.
Some roads, such as Toronto’s Gardiner Expressway, are notorious for their traffic congestion – a situation duplicated on various Montreal highways and exacerbated this year by major construction projects.
[7]The Danone brand messaging was created to reach its target audience in a fun and humorous way, with different copy appearing when there is major gridlock, or the traffic is extremely slow moving.
A little faster traffic triggers another ad while free-flowing traffic triggers measurement of days until the weekend with an activity such as fun in the pool. Several different creative possibilities might show.
[8]While some US billboard operators have triggered ad copy based on two real-time roadway traffic conditions, Dynamic Outdoor is believed to be the first to use four different traffic speeds to trigger relevant ad copy for its viewers.
[9]Dynamic Outdoor uses Ayuda [10] Medis Systems as a DOOH ad serving platform.
On each ad rotation, Ayuda’s ad server parses an XML feed which pings the INRIX server to get real-time traffic data.
The ad server then decides which creative to play based on the congestion levels from INRIX. This dynamic content capability allows advertisers to create the most relevant ads that match the exposure time and location of their viewers.
A big data company, INRIX analyzes billions of real-time data points crowd-sourced from over 275 million vehicles and devices to provide up-to-the-minute traffic information via in-car navigation systems, mobile navigation apps and transportation agencies worldwide.