Digital billboard ads for Virgin Train display live travel times in the UK

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Digital out-of-home (DOOH) advertising has taken another step toward becoming a fully online medium, following a UK-based campaign this month that shows live data of current travel times.

Launched the second week of September and continuing till October 1, the campaign for Virgin Train is designed to show that “taking the train is faster than driving.” On various digital video billboards in London, Birmingham and Leeds metropolitan areas, car drivers see a real-time comparison of car and train times along popular routes to various destinations.

The travel times are automatically updated throughout the day, based on live data, and the campaign creators say this is the first time traffic and location data have been combined in an outdoor campaign.

When traffic on a given route gets heavy, the travel time comparisons are also shown on small digital video displays in gas stations, restaurants and shopping facilities at rest stops along the route, a break-out into additional screens during peak times that the campaign also cites as a first.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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