Highway Billboards In Moscow Is Targeting Drivers Based On Which Cars They Drive

What Happened
Synaps Labs, a startup that focuses on dynamic digital out-of-home ads, has started testing its digital billboard along the highways in Moscow, enabling the billboards to change ads to target drivers passing by based on the models of their vehicles. By combining high-speed cameras and a proprietary machine-learning system that can recognize car models, its digital billboard is plugged into a bidding system then selects the appropriate ads to display as the targeted cars drive by. The company has planned tests for this digital highway billboards in the U.S. for this summer.

What Brands Need To Do
This digital billboard serves as the latest example of how AI-powered digital billboards may transform the OOH ads. Similarly, Smart data storage company Cloudian and Japanese advertising firm Dentsu has started testing similar billboards in Japan that can recognize the car models driving by and serve up targeted ads accordingly. According to a recent research from PQ Media, global OOH advertising revenue grew 6.2% in 2016 to $49.23 billion, with DOOH claiming most of the revenue growth. More brands should look for new ways to bring some interactivity and customizations to digital outdoor ads.