Case Study: Lamar Advertising achieves real-time, AI-driven targeted digital billboard engagement with Milestone Systems

Digital Billboards Integrate with Milestone Video for Attention of Passing Traffic

Lamar Advertising and Paramount Pictures teamed up to promote Transformers 5 with a bold, interactive out-of-home campaign: the challenge was to create a unique, attention-grabbing billboard experience that could identify passing cars that matched movie vehicles and address drivers directly to generate buzz. The campaign needed real‑time vehicle recognition at scale across major US markets while fitting into existing digital billboard workflows.

Intelliscape implemented deep‑learning analytics with Canon VBH‑43 cameras feeding Milestone XProtect VMS to match vehicle make/models against a database and trigger custom creative (e.g., “ATTENTION: Your Honda Civic is an Autobot!”). Deployed in eight major cities for about three weeks with one camera per billboard mounted ~1,000 ft ahead, the solution delivered reliable, near‑real‑time targeted messages, drove strong public engagement, and demonstrated a stable, scalable integration praised by partners as taking digital billboard targeting to the next level.

Lamar Advertising

Ian Dallimore

Director of Digital Innovation