# Traffic-Dependent Billboard Ads McDonald's New Billboards Change in Slow-Flowing Traffic By Ell Smith | Published 2017-11-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-new-billboards References: [adweek](http://www.adweek.com/digital/these-digital-out-of-home-ads-from-mcdonalds-change-depending-on-how-bad-the-traffic-is/) & [mcdonalds](https://www.mcdonalds.com/gb/en-gb.html) [McDonald's](https://www.trendhunter.com/trends/scented-billboard) new billboards are hoping to make a driver's commute a little more enjoyable, through implementing [traffic-dependent ads](https://www.trendhunter.com/trends/decaf-billboard), which appear on the highway during peak hours. During high traffic hours, the ads feature the instantly recognizable golden arches and read "Stuck in a jam? There's a light at the end of the tunnel." During times of the day when the roadway is clear, the billboards present mouth-watering images of the chain's food products. The traffic-dependent billboards hope to encourage highway drivers to grab a quick bite at one of the fast food chain's, making the long commute home a little easier. The highway billboard ads are currently running in 10 cities across the United Kingdom. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 47% | Activity: 2% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Traffic-dependent Billboards:** Implementing ads that change depending on traffic flow opens up the opportunity for new marketing strategies. - **Smart Billboards:** Innovative avertising experneces that incorporate real-time data like traffic and weather have the potential to revolutionize outdoor advertising. - **Interactive Billboards:** Interactive billboards that engage with drivers and passengers in real-time, such as voice-activated commands, may offer exciting opportunities for brands. ### Sectors Adopting This - **Fast Food Industry:** As McDonald's uses traffic to market its food products, food businesses may also want to consider similar marketing techniques when targeting drivers. - **Marketing and Advertising Industry:** Real-time data in ads could create a new paradigm shift in the advertising industry, forcing marketers to think beyond traditional advertising campaigns. - **Transportation Industry:** Transportation companies (e.g. taxis, ride-share services, delivery services) could partner up with outdoor advertisers to leverage real-time traffic data to engage with customers. ## Related on Trend Hunter - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md) - [Fast Food-Themed Roads](https://www.trendhunter.com/trends/mcdonaldsfries1.md) - [Time Travel Fast Food Ads](https://www.trendhunter.com/trends/inflationary-mcdonalds-ads.md) - [Timely Delivery-Centric Billboards](https://www.trendhunter.com/trends/pizza-pizza-4.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Digital-Only Drive-Through Lanes](https://www.trendhunter.com/trends/mcdonalds-in-forth-worth.md) - [Interactive Sandwich Billboards](https://www.trendhunter.com/trends/sandwich-billboard.md)