Cisco Launches Connected Billboard in San Francisco

Cisco has placed an Internet-connected billboard on Rt. 101 near San Francisco International airport that will deliver specific messaging based on a driver’s speed in order to highlight what it calls “the Internet of everything.”
Cisco and its agency, Goodby Silverstein & Partners, have been working for nearly a year on the idea and it could have bigger implications for outdoor advertisers looking to deliver more customized messages.
Cisco and Goodby designed the billboard so that a message is delivered to the board based on how fast a driver is going. They set four speed ranges with four different messages. For example, if a driver is moving under 22 miles per hour (which is highly likely in the area) they will see a message stating “The Internet of Everything is changing this billboard based on your speed. So you see only what you have time to read. Sorry about the slow going.” At the bottom of each billboard is the Cisco logo and tagline “Tomorrow starts here.” The faster the speed, the shorter the message.
Via: Ad Age