The dawn of performance OOH

The adoption of ad tech that uses Automatic Number Plate Recognition (ANPR) data to trigger real-time, optimised and measurable campaigns across digital out-of-home (DOOH) has been shown to increase ad awareness by 83%.

Now let’s get one thing straight before we begin. Out-of-home (OOH) is a broadcast channel. Unrivalled in its ability to deliver reach (98% of UK adults), build brand and deliver context, through a myriad of real-life, reach out and touch them, out of home ad formats.

The channels evolution has been accelerated through the adoption of a variety of data sets that have enabled planners to understand audience; where, when and how cohorts travel; and the nature of journeys, be they social, leisure or work based, all to enable brands to reach the right people in the right time and mindset.

Combined, these data sets bring a huge amount of accountability to the channel, enabling traditional targeted broadcast campaigns and programmatic OOH that reach people in the right moment.

But a new frontier has emerged in the world of OOH data. One that offers real-world granularity and accountability, that has emboldened clients to utilise OOH for campaigns requiring real performance metrics.

It is estimated that there are over 11,000 ANPR cameras in the UK, capturing 30-40 million vehicle records daily. They are used for multiple purposes, mostly monitoring traffic flow, enforcing congestion charge zones, parking management and law enforcement.

Now, in a first for UK advertising, i-media, operators of media across UK motorway service areas (MSAs), have produced ad tech, fully GDPR compliant, that transforms ANPR data into a real-time audience targeting tool.

ANPR cameras capture the individual vehicle registration number (VRN) which gives access to over 50 categories of information about that vehicle. From how old the car is, where it was registered, when the last MOT happened, the CO2 emission, even the number of doors and the colour of the car. 

For clients, it brings to market a real, not modelled, data set from which you can activate at scale across DOOH only when the specified data triggers are met.

The technology is in place across 122 MSAs nationally, where an average of 3.9m vehicles are identified every week. Data is stored and analysed for trends that appear over time.

Early adopters of the technology, VW Group, had always used alternate channels to target in-market drivers for their After-Sales products and services. Across May 2024, bespoke ANPR triggers activated a DOOH campaign to Skoda, Seat and VW drivers, all of whom were in a vehicle between three and six years old. Creative was tailored to each car make and alternated between commercial van and passenger vehicle messaging depending on the time of week.

Top of mind ad awareness was 50% higher for VW Group drivers than amongst all drivers. This increased effectiveness when utilising real-time ANPR showed how clients can enjoy the top of funnel reach and brand building powers of OOH, whilst adopting a bottom of funnel targeted approach through ANPR technology.

Empowered by this success, VW Group applied the tech to reach prospective new car buyers for its updated Skoda Octavia launch. i-media’s Predictive Intent to Purchase algorithm fuses multiple ANPR data fields to apply predictive modelling, in real-time, to vehicles entering MSAs.

A score is given to each vehicle based on their likelihood to purchase the new Octavia, with high scoring vehicles triggering the ad across DOOH. We saw purchase increase 76% amongst targeted vehicle drivers when compared with all drivers.

ANPR data underpins this intelligent motoring media network and enables a ‘pay for performance’ approach, measuring a campaign based on the number of defined customers that are reached in real-time. The tech is applicable to all categories, for example, Virgin Atlantic reached affluent travelers through creating triggers around luxury vehicles, achieving a 56% increase in consideration.

The path to a complete performance OOH channel

In 2025, additional data sets will enable measurement of performance and ROI more fully across i-media’s network.

The launch of a new motorway utility and journey planner app, Pitstop, will give another owned and consented data set, with granular insights into motorway drivers and journeys.

ANPR will trigger messaging in-app, as well as across DOOH, enabling retargeting and traditional digital measurement. 

And finally, a partnership with Active Xchange, a mobile data set that links people to place, will allow tracking of those that have visited sites and analysis of their journeys. It can verify whether those that have visited a site re-appear in the retail locations of those that advertise.

OOH has always been trusted to deliver high reach, brand building and context. Now pioneering ad-tech, that transforms real-time data into a targeted media delivery solution, opens the way to be trusted to deliver against performance metrics. Performance OOH is here.

To find out how ANPR could work for you, contact [email protected]