Case Study: Lamar Advertising achieves real-time vehicle-targeted digital billboards with Milestone Systems

Lamar Advertising provides GM with Innovative Digital Billboards using Canon and Milestone IP Video integrated with Worknet Analytics

Lamar Advertising, working with Posterscope and General Motors, needed a more targeted way to promote the new Chevy Malibu and leverage the flexibility of its large-format digital billboards. Inspired by an automated Porsche campaign in Australia, Lamar sought a solution that could identify passing vehicles and deliver highly relevant ads in real time.

Worknet Analytics implemented the solution using Canon VB‑H43 cameras mounted about 1,000 feet ahead of billboards, Milestone XProtect Corporate VMS, and proprietary vehicle-recognition analytics to match make/model and trigger tailored creative within seconds. Deployed across six billboards in New Jersey, Chicago and Dallas, the three‑month campaign earned national press coverage, delighted the client, generated follow‑on interest from other automakers and demonstrated broader commercial applications.

Lamar Advertising

Ian Dallimore

Director of Digital Innovation