Ocean has today begun rolling out new technology allowing advertisers to serve content at out-of-home sites based on the demographic profile of cars passing by.

Developed and tested over the past 12 months, the vehicle recognition technology is launching with a campaign featuring the All-New Renault Mégane. It will launch in Manchester and Newcastle later this year.

Vehicle recognition uses cameras positioned at digital out of home sites facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.

All vehicle details are matched with an anonymised vehicle specification database which does not store or record any personal data.

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Ocean says the technology allows advertisers to hit “core target audiences with zero wastage”.

“Vehicle recognition is a progressive technology integrated into digital out of home which optimises and innovates the way brands connect with target audiences,” said Ocean’s head of screen investment, Kevin Henry.

“This pioneering system identifies and accesses valued audiences in real-time and there are a range of ways it can be deployed: it can serve adverts for a new model of the same car, or it can be leveraged to launch a new product that’s relevant to a particular driver demographic.”

Based on the popular car journey game, I-Spy, the campaign for the All-New Renault Mégane was created by Publicis and planned through Talon and Manning Gottlieb OMD.

Colette Casey, brand communications manager, Renault UK, said: “The technology really pushes the boundaries, enabling us to showcase the All-New Mégane in an engaging and unique way versus the rest of our extensive outdoor campaigns.”

Vehicle recognition is now live in London at Ocean’s landmark Holland Park Roundabout location, with plans to install the technology on other key DOOH road facing sites including Manchester and Newcastle later this year.