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TomTom working to maximize impact of digital billboard advertising

December 13, 2009

TomTom, which develops satellite GPS applications, is using its technology to identify areas where drivers are most often stuck in traffic. The data is then used to determine where billboards will have the most impact based on dwell time.

We think giving advertisers such up-to-date and accurate insights into the reach of their campaigns will bring us new opportunities. Never before could we give advertisers this level of accountability.

Using GPS, the TomTom service can also show where the car begins and finishes its journey. The information is based on billions of anonymous speed measurements collected from GPS units within cars.

Anne van Houwelingen, TomTom's senior vice president of development, dynamic content and publishing, told MarketingWeek U.K.:

Advertisers relied on guesswork and instinct when it came to reaching their core audiences. Now the possibilities are endless. For instance, a cereal company can now know which locations have the slowest traffic flow early mornings.