McDonald's new billboards are hoping to make a driver's commute a little more enjoyable, through implementing traffic-dependent ads, 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.
Traffic-Dependent Billboard Ads
McDonald's New Billboards Change in Slow-Flowing Traffic
Trend Themes
1. Traffic-dependent Billboards - Implementing ads that change depending on traffic flow opens up the opportunity for new marketing strategies.
2. Smart Billboards - Innovative avertising experneces that incorporate real-time data like traffic and weather have the potential to revolutionize outdoor advertising.
3. Interactive Billboards - Interactive billboards that engage with drivers and passengers in real-time, such as voice-activated commands, may offer exciting opportunities for brands.
Industry Implications
1. 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.
2. 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.
3. 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.