Here's looking at you, Porsche

Monday, 21 March 2016

Author: Toyah Hunting

Case Story

Here's looking at you, Porsche 

Milestone based car-recognition makes digital billboards intelligentIn Melbourne, luxury car brand Porsche recently took advantage of the flexibility and creativity provided by digital billboards to attract existing and new car owners.

Porsche asked oOh! Media, the largest audience-reaching digital advertising network in Australia, to create a smart billboard that was able to detect Porsche vehicles and display targeted messages like “It’s so easy to pick you out of a crowd” as the cars whizzed passed by on the highway. To accomplish this, oOh! needed technology capable of speedily analyzing all oncoming vehicles to identify potential customers.

Over one week, the billboard reached up to two hundred thousand travelers as they made their way to one of Australia's busiest airports.

"I've been swamped with offers to purchase the solution. It's an exciting time for digital advertising. There is a lot of potential to push it further, and Milestone video technology is right at the heart of it all," says John Purcell, oOh!'s Commercial Director for Operations and Technology.

Milestone partner Intelliscape's Managing Director John McGiffin has previously designed a system that used IBM video analytics to monitor people in supermarkets. Here, the focus was on customer traffic as well as people’s age and gender. “I first heard about Milestone through IBM,” McGiffin says. “They did all of their testing with Milestone. When I started looking into it, I saw how powerful a platform it is. I also found it to be really intuitive and easy to use.”

With technology such as this providing us with the ability to monitor and analyze traffic, we are looking at how this could create amazing new opportunities for our advertisers to connect to audiences," McGiffin says. He sees this project as the beginning of an exciting new marketing trend. European companies have already expressed interest in purchasing the proprietary solution, and Porsche has been so pleased with the campaign that discussions about expanding the solution worldwide are under way.

Milestone Systems' open platform IP video management software (VMS) is the backbone of this collaborative project that also includes Axis cameras, IBM video analytics and Intelliscape's billboard technology. It was awarded the 2015 Security Sales & Integration Awesome Applications award, which distinguishes manufacturers and vendors whose electronic security solutions have been proven in the field to meet security, safety or other organizational needs for end users. Check out the solution here