GIANT KINDLE-LIKE DISPLAYS SOON ON BACK OF TRUCKS
GERMANY’s RoadAds is taking orders for e-ink displays that are mounted on the back of trailers.
Unlike the ink-on-tarp adverts on the more than 10 000 trucks that use the N3 each day, the e-ink displays automatically change content depending on which province or country the truck is driving through.
RoadAds has created the electronic display boards in partnership with Mercedes and the electronic signage company Visionect.
Visionect said the Truckside ads generate 2,5 times more attention than static billboards, with an advertisement on a truck or trailer resulting in between 30 000 to 70 000 views a day in Germany.
Each board uses four 32-inch e-ink screens, joined edge-to-edge to create a 0,9 x 1,5-metre display. Like the words on an e-reader’s screen, the e-ink display can be seen in bright sunlight, and they use the truck’s battery when they are changing display content.
Because they don’t emit light, they won’t dazzle drivers who are following behind at night. Each unit comes with a GPS, Internet connectivity and Wi-Fi so that ads can download and display only local advertising from RoadAds’ server.
If updating via 4G, the billboard connects to a server to receive new content, with a subset of all possible advertisements always pre-buffered on the billboard itself in case of mobile network unavailability. When connecting over Wi-Fi, the billboard is controlled locally on any mobile device.
Apart from adverts, the trucks can display information on the road or even relay images of the traffic in front of the truck to the drivers who are following in the rear, as Panasonic is doing now with a similar pilot in Russia.
RoadAds will be testing the screens in November and said it expects the first 1 000 electronic paper truck displays will be sold in June next year.
Electronic e-ink billboards on the back of trucks are being tested in Europe and can be expected to reach South Africa soon.