Along a busy Chicago-area tollway, drivers have recently noticed a large digital billboard that talks directly to them.
Launched in March, the eerily Orwellian campaign for Chevy Malibu uses vehicle-recognition technology to identify competing midsize sedans and immediately aim advertising messages at their drivers.
Cruising along in an Altima? The message might be: “More Safety Features Than Your Nissan Altima.” Driving a Ford Fusion or Toyota Camry? You might see a miles-per-gallon comparison between the Malibu and your car.
The ads last just long enough for approaching drivers of those vehicles to know they got singled out and served by a billboard.
Data-based technology, commonly used to personalize ads on your smartphone, now allows outdoor advertisers to track, reach and sell you stuff — even at 55 mph.
“Most people think it’s really cool,” said Helma Larkin of Posterscope, an agency that designed the Malibu campaign with billboard company Lamar Advertising.
— Chicago Tribune
Talk to us
> Give us your news tips.
> Send us a letter to the editor.
> More Herald contact information.
