i-media is transforming motorway advertising with campaigns that use real-time vehicle recognition through Automated Number Plate Recognition (ANPR) cameras to deliver highly relevant ads to drivers on the move. Four major car brands, Peugeot, Škoda, Toyota and Lexus, are harnessing this innovation to precisely target their audience.
The campaigns target competitor drivers with remarkable precision, filtering by make, model, age of vehicle, and other factors. ANPR data further identifies optimum and high-traffic moments to aid planning in advance. Once the specified audience enters the motorway service area, the system processes the data and automatically triggers tailored ads in real time across i-media’s digital screens.
The campaigns ran from late August into September, aligning with the August Bank Holiday weekend and the end of the summer school holidays, traditionally the busiest travel period for motorway service areas. During this time, MSAs attract weekly visitor numbers exceeding 8 million, giving brands a significant opportunity to engage drivers with highly targeted messaging.
Rhidian Taylor, Brand Marketing Lead at Škoda UK comments:
“We are always looking for ways to make our advertising more targeted and relevant, so using i-media to specifically target competitor vehicles from their number plate makes perfect sense.”
Anna Manfredi, Planning Associate Director at PHD on VW Škoda comments:
“We are really excited to be activating with i-media’s ANPR vehicle recognition tech. It represents an opportunity to be really smart with our targeting, minimising wastage and ensuring that we are reaching a hyper-relevant audience for our client. We’re looking forward to working closely with the campaign results!”
Sam Tester, Sales Director at i-media adds:
“ANPR now allows clients to use genuine real-time data to activate campaigns based on audience behaviours and key moments in the MSA environment. Data and AI are now playing a leading role for us in opening up more effective campaigns for a range of clients and helping us deliver a unique, market-leading intelligent media opportunity for brands.”
Jacob Jankel, Chief Technology Officer at i-media comments:
“We can be extremely specific with our trigger conditions to ensure that they serve triggered ads into the standard ad rotation when certain vehicles are present. All this works within i-media’s cloud infrastructure via API feeds which gives us maximum flexibility when creating and executing campaign conditions.”
