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In a media first, Hyundai is the first car brand to use Vehicle Recognition Technology (VRT) to serve digital out of home creative based on high CO2 emissions and competitor vehicles.

Developed by Havas Media, Innocean Worldwide and Ocean, the campaign supports the launch of the Hyundai IONIQ, Hyundai’s first dedicated eco-friendly model.

Using Ocean’s unique vehicle recognition technology, the sites recognise drivers of gas guzzling SUVs, rival hybrids and key competitor models older than five years, therefore potentially in market, and serves them with personalised messages.

VTR uses cameras positioned at Digital Out Of Home (DOOH) sites located at London’s Holland Park and in Newcastle facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.

Based on which category the car falls into determines which personalised, tongue in cheek messages plays out in real time. Additionally, the DOOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean’s historical data from each location.

VRT data, combined with established sources such as Kantar’s TGI and CACI Acorn Groups, now allows for far greater targeting capabilities in the DOOH roadside sector.

Kevin Henry, Ocean Head of Screen Investment, said: “We now have access to 250,000 data points, by time of day and day of week, from Holland Park Roundabout and Screen on the Tyne – data which could provide better inform agencies and clients on future planning decisions.

“In the future, we believe that the same real-time targeting opportunities could be offered by Ocean’s WiFi and facial recognition cameras.”

Ocean is now exploring the opportunities around second and third party data partnerships to drive incremental revenue into DOOH.