ANPR Ad-tech, increasing programmatic DOOH effectiveness

Client: IHG Holiday Inn

Over 1m data points per day are captured by ANPR (automatic number plate recognition) cameras at motorway service areas (MSAs). The data captures information that includes vehicles make, model, age, and fuel type.

i-media’s new proprietary ad-tech processes, stores and analyses this data in seconds to allow clients to activate in real-time across their DOOH network at MSAs.

In October 2024, in a first for Programmatic DOOH, i-media integrated their ANPR data into programmatic platforms to deliver advanced audience targeting in real-time.

The DSP Yahoo! utilised the ad-tech to help Holiday Inn reach family audiences on leisure trips.

A successful trial of the technology showed that the CTR% for display ads that re-targeted those exposed to DOOH at MSAs was 20% higher than those exposed to the DOOH plan overall. This success led to a full national campaign across MSA’s in December 2024.