‘Smart’ billboard sends personalized ad messages

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

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