Published 10th November, 2014
A new test has allowed billboard advertisers to access driver demographics.
CBS Outdoor, soon to be Outfront Media, recently teamed up with Dash Labs to measure 500,000 pieces of data about people who drove past an outdoor sign near Los Angeles in the US.
The test demonstrated driver demographics by gathering data via Dash's specially created mobile app, including the types of cars they drive and their destination at the time they passed the billboard.
This kind of data is new to billboard advertisers and could revolutionise the location and type of advertising content to ensure maximum effectiveness.
Jamyn Edis, co-founder of Dash, says "If we know that at that time of the week 35% of the drivers are female…that's a very powerful way to target digital signage."