i-media, which operates more than 1,000 full-motion screens across UK motorway service stations, has launched ANPR Audiences, a targeting system built on automatic number plate recognition data rather than survey panels or modelled estimates. The company says it is the first time it can sell advertisers a real, identified audience in real time rather than a statistical approximation, which matters for anyone buying or planning out-of-home campaigns who has had to rely on panel-based reach figures until now.

The system works by reading number plates of vehicles entering i-media's network of motorway service stations. According to the company, it captures and reconciles over 200 million data points a week, cross-referencing more than 50 vehicle attributes including make, model and fuel type. That vehicle data is then matched with partial postcode information, Starcount open banking data, behavioural data and mobile location signals to build what i-media calls a deterministic, live view of the driver, covering where they live, demographic profile, purchasing habits and travel behaviour. The company says this is done without collecting or processing personal data, though the breadth of matched data sources is the kind of detail operators and brand compliance teams will want explained further, since the release does not spell out exactly how identification without personal data processing works in practice.

When enough vehicles matching a target profile are detected at a site, the system can trigger advertising aimed at that audience in real time. i-media says this does not reduce its overall weekly reach, stated at 6.8 million people, but increases the proportion of that audience considered relevant to a given campaign.

Lloyds Bank First Out

Lloyds Bank, working with Publicis Media, is the launch client. Its My Car campaign, promoting a feature in the Lloyds app for tracking MOT, tax, insurance and servicing dates, used ANPR Audiences to identify vehicles from four target models and match them against open banking data, triggering creative colour-matched to each vehicle. Lloyds says the goal was new customer acquisition rather than retention of its existing base.

The platform launches with more than 50 pre-built audience segments, covering groups such as EV drivers, tradespeople and HGV drivers, plus the ability to build custom audiences from over 3,000 behavioural and demographic attributes. It also supports conquesting campaigns targeting verified customers of competitor brands via Starcount's open banking data. The announcement does not say what this means for pricing, measurement reporting to advertisers, or how the system handles vehicles that cannot be matched to any data source.

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The announcement in full

Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.

i-media, the out-of-home media owner operating over 1,000 full-motion screens across the UK’s motorway network, has launched ANPR Audiences, described as a real-time audience targeting solution built around actual vehicle data.

Jonathan Lewis , CEO, i-media, told us “I’ve never met a client who wanted to buy an advertising site – what they actually want is the audience it delivers. That’s exactly what ANPR Audiences lets us sell for the first time: not a modelled estimate, but a real audience, identified and reached in real time, at scale.”

For years, advertising has relied on audience data derived from survey panels or modelling rather than known real-world behaviour. We are told that ANPR Audiences closes that gap, backed by one of OOH’s core strengths: unlike online ads, it can’t be blocked or skipped.

That strength has never mattered more. Consumers are increasingly avoiding online ads ANPR Audiences is powered by i-media’s Automatic Number Plate Recognition cameras, which read the number plates of every vehicle entering its motorway service station network. To deliver the system, i-media captures and reconciles over 200 million data points a week, cross-referencing 50+ attributes per vehicle – including make, model and fuel type.

This is then matched with partial postcode data, Starcount open banking and behavioural data, and mobile location signals. The result is a deterministic, live view of the type of person behind the wheel: where they live, their demographic profile, purchasing habits and travel behaviour – without collecting or processing any personal data. When enough vehicles from a given audience are observed at a site, i-media can trigger advertising aimed directly at that audience in real time, based on measured data rather than survey or modelled estimates. Whilst this in no way reduces the huge broadcast audience that i-media delivers (6.8m people per week) it ensures that a higher percentage of that audience are relevant.

Lloyds Bank is the first brand to leverage the solution to plan and deliver a campaign using the solution, with the My Car campaign running across motorway service areas nationwide. Vehicles across four target models were identified and matched against open banking data to build a defined audience, triggering creative that was colour-matched to each vehicle model.

Vedad Obradovic , Head of Homes and Transport Marketing at Lloyds Banking Group, said “In a world where consumers are exposed to thousands of messages every day, relevance is what drives impact. As we introduce My Car, our new Lloyds app space that helps customers stay on top of everyday car ownership, we’re using i-media’s ANPR technology to deliver a more personalised ad experience for drivers. Just as My Car uses vehicle registration details to help customers stay on top of their car’s MOT, tax, insurance, and servicing, i-media is able to recognise when a matching vehicle arrives at motorway service stations and serve personalised creative that reflects the vehicle they’re driving. By connecting data and creativity in near real time, we’re creating more relevant, engaging, and memorable experiences, and we’re excited to be the first client to leverage this new capability from i-media to deliver personalisation at scale.”

The campaign by Publicis Media was designed to win new customers, not simply retain Lloyds’ existing base, while promoting My Car, a feature within the Lloyds app that helps customers stay on top of their car admin. By entering their vehicle registration, customers can access key information and reminders, including MOT, road tax, insurance and servicing dates all in one place.

The solution launches with over 50+ pre-built audience segments available to activate immediately – from Lloyds Bank customers and EV drivers to Impulse Snackers, Tradespeople and HGV Drivers – alongside the ability to build bespoke audiences from more than 3,000 behaviours and demographics. Brands can also run conquesting campaigns that reach verified customers of competitor or category-adjacent brands, identified through Starcount’s open banking data rather than modelled proxies.

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