Photo: Renault
For years, the roadside or out of home advertising has been the Cinderella of this industry. However, being Cinderella means that you might be poor and neglected now, but one magical shoe and head-over-heels prince later and you could become the main attraction at the ball.
That will definitely not happen for OOH advertising, but this new clever scheme implemented by Renault in the United Kingdom could bring it a bit closer to its online counterpart. Have you felt watched the first time you noticed how the Google Ads change instantly based on what you're looking for?
It's a bit creepy to know somebody's aware of what products you're after, even if it's just a computer and not an actual person. Not to mention it has the potential of embarrassing you if you forget about it and open a web page with others around after looking for a cure to hemorrhoids.
The solution chosen by Renault is somewhat similar to cookies, but it is actually even more intrusive. Developed together with Digital Out-Of-Home (DOOH) specialist Ocean, it relies on a vehicle recognition software that is fed information via a set of video cameras. This system scans the license numbers of cars stopped at traffic lights and then searches for information on their owners inside a database. Once relevant aspects have been found, it displays a personalized message for those in the respective car.
Colette Casey, Brand Communications Manager, Renault UK, said: “The technology really pushes the boundaries, enabling us to showcase the All-New Mégane in an engaging and unique way versus the rest of our extensive outdoor campaigns. Our aspirations are not only about showing a stylish image of the All-New Mégane, but to speak to customers in a fun and friendly way which we are doing through one of the UK’s most popular car journey games – I Spy. What is also particularly clever about vehicle recognition technology is that it allows us to speak directly to drivers, something we haven’t been able to do before in roadside out of home advertising.”
The link with the Renault product this method is used to advertise, the new Mégane, is the same level of technological advancement. And if the smart billboards need no further credentials, here are a few for the new Mégane: the French hatchback comes with an 8.7-inch portrait touchscreen infotainment system, Launch Control, Multi-Change gearshift and the unique-in-class 4Control four-wheel steering.
It's a bit creepy to know somebody's aware of what products you're after, even if it's just a computer and not an actual person. Not to mention it has the potential of embarrassing you if you forget about it and open a web page with others around after looking for a cure to hemorrhoids.
The solution chosen by Renault is somewhat similar to cookies, but it is actually even more intrusive. Developed together with Digital Out-Of-Home (DOOH) specialist Ocean, it relies on a vehicle recognition software that is fed information via a set of video cameras. This system scans the license numbers of cars stopped at traffic lights and then searches for information on their owners inside a database. Once relevant aspects have been found, it displays a personalized message for those in the respective car.
Colette Casey, Brand Communications Manager, Renault UK, said: “The technology really pushes the boundaries, enabling us to showcase the All-New Mégane in an engaging and unique way versus the rest of our extensive outdoor campaigns. Our aspirations are not only about showing a stylish image of the All-New Mégane, but to speak to customers in a fun and friendly way which we are doing through one of the UK’s most popular car journey games – I Spy. What is also particularly clever about vehicle recognition technology is that it allows us to speak directly to drivers, something we haven’t been able to do before in roadside out of home advertising.”
The link with the Renault product this method is used to advertise, the new Mégane, is the same level of technological advancement. And if the smart billboards need no further credentials, here are a few for the new Mégane: the French hatchback comes with an 8.7-inch portrait touchscreen infotainment system, Launch Control, Multi-Change gearshift and the unique-in-class 4Control four-wheel steering.
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