Audience Data & Measurement

Digital billboard ads target wealthy drivers in UK

The Bermuda Tourism Authority used vehicle recognition technology in four digital billboard locations in Britain to connect with wealthy drivers. The cameras detected vehicle registration number plates and used an anonymised vehicle specification database to identify the make, model and colour of the vehicle sitting at the traffic lights.

Published

January 23, 2017

VJ Media Bureau

A recent Bizreport.com report states that the Bermuda Tourism Authority has used vehicle recognition technology in four digital billboard locations in Britain to connect with wealthy drivers.

At a busy traffic light junction in London, the Bermuda Tourism Authority showed ads targeted at drivers of vehicles that are less than four years old and valued at more than £40,000 (US$48,600).

The ads, specifically targeted to wealthy drivers based on the type of car they are driving, were personalised with messages such as “Hello Bermudaful in the Range Rover”. The ad targeting technology uses cameras trained on stationary traffic at the traffic lights. The cameras detected vehicle registration number plates and used an anonymised vehicle specification database to identify the make, model and colour of the vehicle sitting at the traffic lights.