The rise of digital billboards gave birth to the idea of targeted highway ads. Targeted advertising in highway uses a combination of high-speed cameras that are set up a distance ahead of the billboard which is about 180 meters. As the cameras capture images of cars, its system can recognize in those images the make and model of the cars an advertiser wants to target. As that car passes by, the digital billboard changes into the appropriate advertising for the target car.
Why targeting a certain car make and model? Recent researches found that analyzing the make, model, and year of vehicles can accurately estimate income, race, and education level – which will then the digital billboard selects the specific advertisement intended for audience from the owner of specific car make and model.