US Billboards Using Technology To Track What People Do When They See An Ad

US Billboards Using Technology To Track What People Do When They See An Ad
SHARE
THIS



The US has gone all ‘Minority Report’ on us and created a new collection of billboards that use data from mobile phones to track what people do when they pass an outdoor ad.

The technology was created by Clear Channel Outdoor Americas, according to Business Insider, and while it’s set to be highly useful for advertisers, not everyone is a big lover of it.

Senior vice president of research and insights at the outdoor advertising arm of iHeartMedia told the New York Times it hits a little too close to home in replicating the Tom Cruise flick Minority Report, where customised ads speak directly to Cruise’s character.

“I’m not sure it’s a great user experience and it is a little creepy, to be honest. With a mass-medium like Out-Of-Home, a better use is to target general patterns of consumer groups, not the individual,” he told the site MediaVillage.

Clear Channel Outdoor, which owns a truckload of billboards across the country, says it will combine them with data and analytic tools, known as Radar, to test whether an outdoor advertising campaign was kicking goals or not.

You can see how it works here:

So far, it’s partnered with the shoe company Toms, and discovered that users’ awareness of the charity-minded company increased. This was measured by whether users looked it up online or found the brand in a shoe store following their passing of a billboard.

The company says all information sourced is anonymous and makes it impossible to identify a single user, and is just repurposing the same data that mobile advertisers have been using already to display ads on users’ phones.

Naturally, the issue of privacy came up.

“Given the sensitive nature of location data, all parties involved in Clear Channel’s Radar service should provide clear and comprehensive privacy policies and should disclose detailed information about their data-sharing relationships with other companies,” wrote Sen. Al Franken (D) of Minn. in a letter to Clear Channel Outdoor’s chief executive on Monday.

And privacy advocates claim that technology such as the billboards could catch consumers who were unaware they were being tracked.

“People have no idea that they’re being tracked and targeted,” executive director of the Center for Digital Democracy Jeffrey Chester told the Times. “It is incredibly creepy, and it’s the most recent intrusion into our privacy.”

Image: AP/Richard Drew / Business Insider

Please login with linkedin to comment

Advertising Standards Bureau retargeting advertising YouTube

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]