TomTom to measure billboard ad views

Advertisers can now know which billboards are most likely to be read by drivers, using new software from satellite navigation specialists TomTom.

The software identifies where motorists are regularly stuck in traffic and their driving speed for any hour of any day and allows advertisers to get maximum impact.

Interbest is the first company to take advantage of this.

Interbest director, Meindert van den Heuvel, says: “We think giving advertisers such up-to-date and accurate insights into the reach of their campaigns will bring us new opportunities. Never before could we give advertisers this level of accountability.”

TomTom can also show which region, city or postal code area a car begins or ends their journey. The company says it will prove useful for advertisers that want to target campaigns to drivers in specific regions.

The offering is based on billions of anonymous speed measurements it collects from drivers. These measurements are also the basis for its IQ Routes technology.

TomTom senior vice president of development dynamic content & publishing, Anne van Houwelingen, says: “Advertisers relied on guesswork and instinct when it came to reaching their core audiences. Now the possibilities are endless. For instance a cereal company can now know which locations have the slowest traffic flow early mornings.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here