Start-up Synaps Labs has moved targeted advertising from being purely internet-based to being in the real world. It used high-speed cameras placed about 180 metres in front of billboards that would take images of passing cars. The machine-learning technology would then recognise the make and model of the cars, and match them up to drivers an advertiser wanted to target. The selected advert will appear on the billboard as the car drives by. Synaps is planning to operate 20 to 50 billboards in US this year, with a trial in the Russia as well, where there are already about 7,000 digital billboards.
Start-up Synaps Labs has moved targeted advertising from being purely internet-based to being in the real world. It used high-speed cameras placed about 180 metres in front of billboards that would take images of passing cars. The machine-learning technology would then recognise the make and model of the cars, and match them up to drivers an advertiser wanted to target. The selected advert will appear on the billboard as the car drives by. Synaps is planning to operate 20 to 50 billboards in Russia this year, with a trial in the US as well, where there are already about 7,000 digital billboards.