News

TomTom targets London traffic with DOOH traffic alerts, ads

November 28, 2010

Out-of-home media agency Kinetic has announced that location and navigation solutions provider TomTom is using digital out-of-home (DOOH) to broadcast HD traffic information at key sites across London.

The two-week program, which began Monday, Nov. 22, uses digital billboards to alert motorists to traffic jams on some of London's busiest roads.

According to the relase, a second wave will begin Dec. 6. The campaign will run on more than 30 LED billboards in London, and each site will carry information localized to each LEDs location.

Static ads also will run nationwide on billboards as well as on Manchester and Kensington's City Gateway screens and Liverpool's Media Wall.

Major arterial routes and known traffic hotspots will be targeted in a bid to reach the brand's audience.

The DOOH campaign was planned and bought by Kinetic and MEC and will be joined by radio, print and online activity.

The streamed information is aimed at driving awareness of the TomTom brand as well as HD Traffic, a system that monitors all roads, including smaller ones, in real time, the company says.