Renault Tests Car-Recognition Billboard Ads

Renault SA is using a vehicle recognition system developed by London-based Ocean Outdoor UK Ltd. to target billboard ads on a car-by-car basis.

The technology uses cameras to identify vehicles by make, model and color, then displays an ad deemed appropriate for the likely driver of the car. In Renault’s case, ads tout the company’s redesigned Mégane sedan.

Ocean has been testing the system in England for 12 months. The Renault campaign is the first “live” use of the interactive billboards. The displays are arranged at intersections and work only when vehicles are stopped at a traffic signal.

Ocean says the technology offers advertisers highly targeted messaging, since their ad is displayed only when models specified by the advertiser are detected. The system reads license plates to help discern target prospects. But the agency insists the billboards don’t record or retain either the license number or any personal information about the driver.