I-Media uses license plate recognition to target ads to specific drivers at UK service stations, offering real-time demographic insights via dynamic dashboards.
Unlike the German Tank&Rast network, the British company I-Media only operates DooH touchpoints in the outdoor areas of highway service stations. This proximity to vehicles allows for a precise target audience approach. I-Media uses automated license plate recognition (ANPR) to deliver real-time campaigns based on vehicle make, model, and age.
In the UK, Sweden, and the Netherlands, private companies can access public license plate databases through open data initiatives. This data, which includes details like manufacturer, model, and registration dates, allows DooH networks to deliver dynamic, context-aware campaigns in real time.
Using license plate recognition (ANPR) and point-of-sale data (EPOS), the I-Media dashboard provides customers with easy access to demographic data through an intuitive interface.
Automotive brands like Peugeot, Skoda, Toyota, and Lexus use I-Media’s real-time ANPR data to launch targeted campaigns aimed at specific driver groups. These campaigns have been shown to be very successfull and exceed their targets. Beyond the automotive sector, airline Virgin Atlantic has used ANPR data to target affluent audiences.
DooH network operator CS Digital Media has also been combining license plates with DooH for many years. At DSS Europe, Radjen van Wilsem and his team showcased Shell dispensers of the future, featuring integrated DooH screens and precise license plate targeting for campaigns. In some countries, such as Sweden, but also in the Netherlands, the databases for license plates and car types are freely accessible. This allows CSDM to play suitable campaigns that advertise the next MOT appointment or promote a competitor’s vehicle.
