The ‘Vehicle Detection Technology’ is said to ‘trigger highly personalised, real-time content when a handpicked vehicle type is directly in the sight of a roadside screen.’ The targeting criteria requires a BMW to be over 35 months old and, once one has been identified, the interactive billboards will ‘leap into action.’ The driver will then be shown targeted adverts for BMW’s extended warranties.
While the scheme seems to be nothing more than a smart marketing move on the surface, experts at Motoring Research are worried that it could be used to ‘name and shame drivers’ while social media users expressed concerns that it may breach privacy laws.
Despite concerns, the interactive billboards are set to go live in London, Birmingham, Newcastle and Manchester. The boards will be installed on major roads at traffic lights, in prime position to identify a relevant car that is stationary at a red light. Targeted marketing will then be displayed to the driver, warning of potentially expensive issues that are no longer covered.
The Daily Mail suggests that the adverts will also be used ‘despite the fact that many owners of older BMWs could already have an approved extended warranty, or similar products available from specialist providers such as MotorEasy or Warrantywise – or have separate savings to cover the cost of cars is required.’ The fact that the advertising relies on assumption seems to be yet another cause for concern.
Some reports suggested that the system may be able to recognise if an older BMW has an approved warranty or not, with Cars UK going as far as to say drivers this may make drivers feel as if they are being ‘stalked’ in their cars.
Motorists are concerned at having their private details flashed up in public places without their consent.
Will the scheme win-over concerned motorists?
In aiding understanding of this new scheme, a spokesperson for BMW explained that: ‘Vehicle Detection technology is a proprietary technology of Ocean Outdoor that uses a mixture of anonymised third-party data sources from the automotive industry to trigger content more relevant to the make or model of the vehicle that has stopped at the lights.’
In an attempt to reassure concerned experts and motorist, they said: ‘The Vehicle Detection Technology does not have access to any data, including warranty status.’
Steve Cann, insurance provide manager for BMW Financial Services, explained further to defend the reasoning behind the implementation of the new scheme. He said: ‘Our customers expect an elevated level of customer service and personalised digital marketing is just one way in which we can engage with them at this expected level.’
He claims that ‘tailored billboard messaging is a unique way of engaging with BMW owners outside of their homes that we hope will leave a memorable impression.’
Head of warranty at Allianz Partners UK also added that the initiative ‘brings together digital marketing expertise and product innovation and is an exciting opportunity to reach prospective customers on the move, during a time when physical interaction is restricted.’
Regardless of this reassurance, commentators took to the internet to express their dislike for the Big-Brother style scheme. One motorist commented on BMW’s ‘arrogance’ while another suggested that BMW had lost its ‘grasp on what the public wants and how they deserve to be treated.’
Another implied that this new marketing scheme might backfire, with the suggestion that it ‘implies BMWs are so unreliable that they necessitate a warranty.’
This latest move is also not the first time in recent months that BMW has caused outrage online. Last month, internet users claimed that it insulted its ‘best customers’ by using a term of ‘insult’ and ‘derision’ in response to a YouTube comment about their new flagship iX electric SUV. To add to this, these new concerns about breached privacy come not longer after 400,000 BMW owners were impacted by the July 2020 data breach, exposing personal BMW driver information.
However, in defence of this latest cause of anguish, BMW has frequently reiterated that their new marketing technology will not name the driver or display information about their vehicle – the signs will only show ads for approved BMW warranty products. It does seem, however, that this reassurance has done little to reduce the online backlash.
Clever marketing tactic or technology taken too far? Would highly-personalised targeted billboard ads sway you? Or does this Big-Brother style scheme make you uncomfortable?
Tell us in the comments.
It will cause more distraction for drivers, and should not be allowed. While stationary at a traffic light, a driver’s focus should be on the lights, intersection and other traffic, not reading roadside advertising!
Ron, you are correct. All advertisements are deliberately intended to attract attention. Roadside billboards are deliberately placed and aligned to distract drivers from their primary duties of safe and considerate motoring. Billboard locations have to be consented under planning regulations and Highway Authorities are empowered to object to proposals that, they consider, would unduly distract drivers. “Active” advertisements can be particularly pernicious in this respect. The flickering of some displays may also trigger epileptic reactions in vulnerable viewers.
Wow, how not to win over customers. Just another reason to speed me on my way to getting rid of my first and last ever BMW. Just because you can do something does not mean you should do it – marketeers and tech companies please take note.
Wow, how not to win over customers. Just another reason to speed me on my way to getting rid of my first and last ever BMW. Just because you can do something does not mean you should do it – marketeers and tech companies please take note.
So billboards talking to you in public might appeal to younger drivers. Reminders about warranties might appeal to older drivers. (in a scary sort of way). I can’t think of any demographic that would be delighted by both at once.
Anyone concerned about this is surely not a smart phone user then? This is a gimmick, Smart phones are able to track you and they know who you are. Come on guys, give the marketing team credit for a novel idea.
Tracking is only part of the issue. Using a smart phone while driving is a distraction. I’ve lost count of the number of drivers who aren’t paying attention at traffic light controlled intersections, their attention being directed to a call or, more often, sending/receiving a text. Targeted ads flashing up on a screen only adds to this. Local Authorities should all refuse permission for their installation. If BMW are allowed to get away with it where does it end?
shame the government are not thinking along these lines by the ads displaying Your not taxed! your MOT has expired! and Get Insurance!
This isn’t the only example of BMW losing the plot… how about the bizarre new models like the “Kenneth” 4 series, so called because the huge radiator intake looks like Kenneth Williams with flared nostrils, and to complete the cheesy effect, the grilles are now cheap black plastic. BMW used to make seriously good cars – what happened?
This has confirmed my decision never to own a BMW again! If they concentrated in delivering customer service and what their potential customers want, they might recover the droves of old customers who have been driven away by their past high handed & uncaring attitude.
If it warned me about likely expensive repairs, I would get rid of the BMW and replace with something else!
Obviously Local government planning rules permit this type of driver distraction at traffic lights etc. Wonder what they get out of this !! In some areas there is a plethora of road signs informing drivers to Turn Left only, No entry at certain times, and so it goes on. This, as other commentators have noted, will only add to the distarction that drivers face and may cause them to break the Law.
We are now being discouraged to use even hands free mobile phoning and, indeed, may be there is now hard evidence to demonstrate that even that is potentially a hazardous practice. Yet, BMW is being permitted to distract not just BMW drivers, but probably all drivers, with it persistently changing electronic billboard targeted advertising techniques. That is deplorable.
Perhaps, though, there is a flip side to this ‘innovation’? Could it be that these billboard installations are being not just approved, but also being encouraged by highways authorities as ‘nice little earners’ during these local authority cash-strapped years?
As far as I am aware, nobody can legally install any form of roadside advertising without highways authorities approval, plus indeed , the granting pf planning approval by the local authority of the area being targeted by the ads men (or should that ads persons now?). Indeed, several environmental protection NGOs have been campaigning for years against the plethora of billboards, box-trailers, etc., many of which which have sprung up over recent years alongside the motorways networks especially, mostly without any local authority planning approval whatsoever. and without being challenged.
Given that traffic is commonly moving at quite high speeds in three or even four lanes, those billboards are unquestionably distracting, even though they are mostly, if not all, static displays. For electronic and ever changing displays to be installed alongside highways, presumably in direct line of sight to attract drivers’ maximum attention, has to be a highly dangerous and retrograde development. or is it the almighty ‘£’ is yet again to ride roughshod over not just planning rules but also over common sense and over our personal safety.
I sense lawyers rubbing their hands together! How many real incidents and how many staged incidents will take place where these billboards are sited, followed by claims against BMW and the marketing agency responsible.