Dentsu plans roadside ads that change according to driver’s vehicle

| April 21, 2016

Dentsu plans roadside ads that change according to driver’s vehicle
"In an experiment, advertising giant Dentsu Inc. plans to bring so-called targeted advertising, an increasingly popular sales method in cyberspace, into the physical world. Dentsu’s team, with support from chipmaker Intel Corp. and three other information technology companies, will start running outdoor digital ads as early as June that collect and analyze people’s interests and instantaneously promote products to them based on their data. Targeted advertising is already in wide use on the Internet. Based on such data as web browsing history and purchase history, advertisers are looking to judge consumers by demographics or personal traits so they can hawk the items or services most likely to attract them."

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Personalisation, while increasingly important to an organisation's success, is not a simple task. Implementing personalisation requires a transformation and transformations live or die based on senior stakeholder commitment, governance and control. These three things are best achieved when there’s a clear shared goal - and a gre

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