Brands are testing targeting consumers by the car they drive on the freeway in Moscow, using the quality of the motors to determine their wealth bracket among other factors.
A machine learning camera, some distance ahead of the digital billboards are recognising the types of car approaching in advance and using the time to deliver a relevant ad upon their passing, a model which has been applied to Russian highways.
The system operates under the same processes as targeted online ads, according to the MIT Technology Review.
Auto brand Jaguar reportedly bought up impressions on targeted drivers (a reported 22,000) as it would an online campaign. It would use data such as make, model and year of the passing cars to determine whether it was worth attempting to promote Jaguar cars to drivers.
Synapse Labs says on its website that the world is “overloaded with commercial messages”, it added: “We believe that outdoor advertising must only show what really can interest a person. We designed intelligent sensors that recognize car models and help a billboard choose the best message for their drivers.”
The experiment is expected to continue on somewhere between 20 and 50 billboards in Russia this year. Synaps cofounder Aleksey Utkin likened the tracking to “an offline cookie,” stating that driver registrations are encrypted to ensure anonymity.
A similar campaign reportedly ran in the UK by Bermuda Tourism earlier this year, the 'Hello Bermudaful' campaign was rolled out to reach drivers of prestige cars.