California legislators are considering legislation that would lay the groundwork for digital license plates. When a vehicle is in motion, the devices would function as normal license plates; however, when the vehicle stops, they would switch to digital messages (from Amber Alerts to ads). Supporters of the bill say selling ad space could curtail some of the state’s massive budget shortfall.
If the bill is passed and digital license plates become reality, what should marketers keep in mind?
The Novelty Factor
The public space is crowded with advertising messages, many of which the public has learned to tune out. In the short term, a new ad placement such as this will no doubt generate buzz.
Brand Consistency
For luxury brands, digital license plate ads might look great on a late model Jaguar but what about an older Civic with a customized cardboard spoiler on it? Is VIN targeting next?
Too Much Exposure?
Not all brand impressions are created equal. Imagine gridlocked traffic where every time you step on the brakes you see the same ad on the car in front of you. Again. And again. That's a new level of road rage.