The Open Road - Open Ad Space?
Posted by Karen Thomas on Mon, Jun 28, 2010 @ 12:27 AM
The state of California is a little short on dough. Citizens of the state have stomached a few years of hardships – cutbacks, furloughs, and budget crisis. While there's been some turnaround, the state's had to become a bit inventive as it tries to get back on a positive financial track. And what better way to be inventive than with advertisements. The state's promoted itself via television ads showing images of surfers, spa aficianados and a skiing governor. Billboards, online ads, and radio campaigns have all been given center stage. What's left?
Bob Pool of The Los Angeles Times reported the state's next potential advertising medium: license plates.
CASHNCA, CALI$$$, SPENDCA, NOMOTAX...
No – the state's not considering personalized license plate copy-written to promote internal initiatives. It's much more technical than that. According to the LA Times the, “state legislature is considering issuing digital license plates that would turn the back of the car into a miniature billboard,” (www.latimes.com.)
Mini billboards – six by twelve inches to be exact- could be looking back at you the next time you're stuck in traffic. An opportunity for advertisers, designers, and the tech industry? Not so fast. For those familiar with digital advertising – or most advertising channels in general – your information is as stake. License plate advertisements may be another way not just to promote a product or service, but to collect information from unknowing parties. In addition – they could also be a major distraction on the road. No one wants to be in the vicinity of a driver who's looking at everything but the road ahead.
The monetary impact though could help a state in financial need. The Times reported, “Lawmakers are being asked to launch a feasibility study to determine if the advertising revenue from millions of electronic license plates would help close the state's $19-billion deficit. In addition to being a moneymaker, the high-tech plates also could be used to streamline automobile registration procedures and to quickly tell motorists about hazardous road conditions and Amber Alerts, officials suggest,” (http://latimesblogs.latimes.com/technology/2010/06/license-plate-ads.html.)