i-media تطلق ANPR Audiences

أطلقت i-media، وهي مالكة وسائط إعلانات في الهواء الطلق في المملكة المتحدة، حلّاً لاستهداف audience в режиме real-time под названием ANPR Audiences, który, по заявлению компании, заменяет estimates modeling على измеренные vehicle data по всей сети motorway service stations. تستخدم system камéry automatic number plate recognition для чтенияlicense plates of vehicles, входящих на площадки, затем cross-references более 200 million data points в неделю по 50+ attributes на vehicle — including make, model и fuel type. يبيَّن approach i-media delivers deterministic view на водителей without collecting personal data. السينارий بسيط: sell the audience, not the site.

كيف работает system

يتم matching partial postcode data, Starcount open banking и behavioural data, и mobile location signals с plate reads для build audience profiles covering where drivers live, demographics, purchasing habits и travel behaviour. تُذکَّر company that when enough vehicles из target audience observed на site, advertising aimed на that audience is triggered в real time. تنفّذ i-media broadcast audience of 6.8 million people в неделю, и says system обеспечивает более высокую share этой audience relevan.

وقال جوناثان ليويس، CEO of i-media: «لم أقابل أي عميل who wanted to buy an advertising site — то what actually want is audience delivers. То is exactly what ANPR Audiences lets us sell for the first time: не modelled estimate, но real audience, identified и reached в real time, at масштаб».

حملة My Car от Lloyds Bank

является Lloyds Bank the first brand to use the solution. Planened and delivered by Publicis Media, ran across motorway service areas nationwide и was designed to win new customers — не simply retaining база Lloyds — в то время как promoting My Car, a feature within the app Lloyds. vehicles across four target models были identified and matched against open banking data для build a defined audience, triggering creative that was colour-matched к each vehicle model.

Vedad Obradovic, Head of Homes and Transport Marketing at Lloyds Banking Group, сказал: «In a world where consumers exposed to thousands of messages every day, relevance is what drives impact… By connecting data и creativity в near real time, we’re creating more relevant, engaging, и memorable experiences, and мы exciting være the first client to leverage this new capability из i-media to deliver personalisation at масштаб».

The launch includes 50+ pre-built audience segments available to activate immediately — from customers Lloyds Bank и drivers EV до Impulse Snackers, Tradespeople и HGV Drivers — alongside the ability to build bespoke audiences из more than 3,000 behaviours и demographics. Brands can also run conquesting campaigns that reach verified customers of competitor or category-adjacent brands, identified through Starcount's open banking data rather than modelled proxies.