Most of today cars have traffic signs recognition technology. Which is great and helps you see that you are driving in a 50 km/h zone with more than 70 km/h. Or it can see that you can not overtake.

The next step is advertising recognition and is coming from Renault. The French manufacturer launched an advertising campaign for the new Megane by targeting drivers, whilst stationary at traffic lights, with customised messages using pioneering vehicle recognition technology.

Developed and tested over the past 12 months by Digital Out-Of-Home (DOOH) advertising specialists Ocean, the vehicle recognition technology will be used for the first time at their Holland Park Roundabout location in West London. The unique campaign, featuring the French car brand’s all-new compact family hatchback, is based on the popular car journey game, I-Spy.

The vehicle recognition technology activates when a specific vehicle is stationary at the location, allowing the messages to be displayed in real-time. All vehicle details are matched with an anonymised vehicle specification database that does not store or record any personal data.

Once a vehicle stops at the traffic lights, cameras monitor the stationary traffic in each lane. Cameras detect the vehicle’s number plate and the technology matches it with the anonymised vehicle specification database and pulls out the make, model and colour of the stationary vehicle. Once the target vehicle is detected, the Vehicle Recognition Technology triggers a corresponding creative to be served in real-time. The platform delivers a post campaign report every time the ad is triggered (time stamped confirming a vehicle’s presence, day-part delivery breakdown and proof of play-out).