Smart Billboards Deliver Targeted Ads to Individual Drivers

OOS Investments pic
OOS Investments

Since 1985, James Neumann has presided over OOS Investments in Chicago, Illinois. As president, James Neumann controls dozens of billboards across the country. His company deals in both static and digital boards, and provides clients with marketing and business planning advice as well.

New advancements in billboard technology may bring a new generation of roadside advertisements to drivers in the near future. Collaboration between a Japanese advertising firm and a California-based software company has led to smart billboards that deliver targeted advertisements to individual drivers.

Smart billboards are programmed to recognize upwards of 200 vehicles, and currently achieve 94 percent accuracy. When a recognized vehicle approaches, the LED billboard will change to bring that driver a targeted ad. Ads will change frequently, and will generally be displayed for five seconds or less. Advertisers can show one type of ads to truck drivers, another to minivan owners, and something different for motorcyclists. With these smart billboards, advertisers can show individual drivers ads for a newer model of the vehicle they are currently driving.

The Outdoor Advertising Association of America‚Äôs OBIE Awards

Outdoor Advertising Association pic
Outdoor Advertising Association

Since 1985, James Neumann has served as the president of OOS Investments in Chicago. An involved leader in the outdoor advertising services industry, James Neumann maintains membership in the Outdoor Advertising Association of America (OAAA), a nonprofit trade group that oversees a variety of programs and activities designed to support and promote out-of-home advertising professionals.

For more than seven decades, the OAAA has handed out the OBIE Awards to recognize advertising firms for creative excellence. The awards take their name from the ancient Egyptian obelisk, which is believed to be the first structure used for outdoor advertising.

Each year, the OAAA receives hundreds of nominees for OBIE Awards in 10 standard and three special product categories. A panel of industry leaders judges each entry and awards OBIEs to those that demonstrate outstanding creativity and design.

The OAAA recently honored the 2016 OBIE Award winners at its OBIE Awards Gala, which was held during the TAB/OAAA Out of Home Media Conference & Expo on April 19. Over 42 OBIE Awards were presented during the event, including those for Best Billboard, Best Multi-Format, and Best Wall Mural. In addition to these and other top honors, the OAAA handed out 12 gold and 25 silver OBIEs during the event.