Many drivers have become accustomed to transferring billboards on the side of the road.
But what if these billboards can deliver more personalized information?
Advertisers in the United StatesK.
I have developed a new billboard that changes ads based on the type of car you drive.
Dan Misener, CBC radio technology columnist, studied the so-called "vehicle identification technology "--
And look back at your billboard.
How do these billboards work?
These large screens are digital screens, three screens in a row, each about 12 m wide and three screens. 5 metres high.
They built it-
In a camera that took photos of nearby traffic.
So if you stop at the traffic lights near these billboards, the camera will capture the image on the front of your vehicle, and computer vision software will identify the type of car you are driving.
Then, based on that information, the billboard will change to show you what the system thinks you are.
For example, a black convertible may trigger a different advertisement than a blue hatchback.
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The whole process takes only about a second.
The technology has already been launched in London's Dutch Park roundabout, and acampaign of Renault motors has joined the technology.
This has caused reactions from people like security researcher Ashkan Soltani, who said on Twitter that it's like a "Minority Report ". . . for you car.
"Give your car a minority report.
Renault pioneered the "vehicle identification technology" for personalized billboard advertising. can this technology collect information?
The current system can judge the brand, model and color of your vehicle.
It can tell if you have a motion model.
It can also tell whether your car uses gasoline, diesel or electric, the age of your car, and the CO2 emissions specified by the manufacturer.
Ocean Outdoor is the company that developed the technology.
Spokesman Kevin Henry said that the type of car you drive has a great impact on you, and it can help advertisers put relevant advertisements on you.
"We know, for example, that sports car drivers are more likely to be men under 34," he said . ".
"They like to go on vacation abroad, they buy a lot of luxury goods and they are interested in telecom.
So your goal is very subtle.
"Of course, advertising is tailored to the car you drive, not to your personal.
The vehicle identification system does not collect personal information, Henry said.
Are there any other interactive billboards? Absolutely.
The first example I saw was in 2008 when a billboard in New York City advertised the & E mini drama Andromeda Strain.
There are cameras on the billboard that measure the gender and approximate age of passers-by and when they look at the billboard.
Recently we saw digital billboards at Billy Bishop Airport in Toronto and it will look back at you when you pass them.
However, the companies behind the screen stressed that they did not collect any personalized data in the process.
Isn't that a bit intrusive?
Kevin Henry of the Ocean Outdoors says that when you collect this kind of information about people --or their cars—
There are many opportunities to aim.
But he also said advertisers must be sensitive to how they use the information.
"The challenge for the creative Brotherhood is to come up with more subtle, more contextual, and more seamless ways to reach consumers," he said . ".
"You don't need to go up and knock someone's window symbolically and say, 'Hey you, I know you're there and I'm talking to you.
Does this mean a broader trend?
A few things happened here-
Making vehicle recognition possible computer vision technology, as well as dynamic advertising technology that allows each car to see slightly different ads.
But the big trend for me to see is that offline advertising in the physical world is becoming more and more like online advertising.
The same tracking, goal and segmentation we 've seen on the web over the years are now beginning to appear in the world around us.
Advertisers have to let consumers skip online tracking, and it's not clear whether we'll see a vehicle identification system outside the ocean in Canada.
Their technology largely depends on how the license plate works in the United States. K.
But I think we'll see more and more of this generic stuff where the environment around you is customized and personalized.
If you're tired of tracking your same ads from the site to the site --
Prepare for the same thing in the real world.