Audi's new ad initiative features altering billboards which change its content based on the time of day and weather.
This targeted advertising system offers contextualized information, that aims to cater toward the current needs and emotions of drivers. For example, a sunny day may prompt the advertisement to promote the brand's integrated predictive safety features, while stormy weather may run messages regarding Audi's all-wheel drive. This system is made possible through integrated sensors, which pick up on traffic and weather related occurrences. 211 of the altering advertisements are in circulation, currently functioning across nine different cities.
The billboards were created in a partnership between Audi, global advertising company BBH London and the production company 'Grand Visual.'
Altering Billboard Advertisements
Audi's New Ads Will Change Its Content Based on the Weather
Trend Themes
1. Contextual Advertising - The use of integrated sensors and real-time data enables billboards to change content based on the time of day and weather.
2. Targeted Marketing - Altering billboards cater to the current needs and emotions of drivers, promoting specific features and benefits based on the weather conditions.
3. Integrated Sensors - The integration of sensors in billboards allows for the collection of traffic and weather-related data, enabling dynamic content updates.
Industry Implications
1. Advertising - The altering billboard technology presents an opportunity for advertisers to create more personalized and engaging campaigns based on real-time context.
2. Automotive - Car manufacturers like Audi can leverage altering billboards to showcase specific features and technologies based on the current weather conditions, influencing consumer perception and driving brand awareness.
3. Digital Signage - The use of integrated sensors in billboards opens up disruptive innovations in the digital signage industry, allowing for real-time content updates and targeted messaging.