People don’t want blanket messaging. They want information that pertains directly to them. To provide this, marketers are using more “invasive” approaches.

For example, a new billboard for Castrol Oil in London offers motor oil recommendations, whether you asked for them or not.  

Here’s how it works.

As you’re driving, a high speed camera snaps a photo of your car’s license plate. The plate is matched to your particular vehicle through a database maintained by the Driver and Vehicle Licensing Agency (DVLA). Two seconds later, the roadside digital billboard broadcasts your license plate number and the proper Castrol motor oil for your vehicle.

The sign will help people protect the health of their cars while saving them time choosing the right (Castrol) product in the automotive aisle. According to dailydooh.com, the personalized message is only broadcasted for 7.5 seconds and no plate information is recorded. Still, the tradeoff of privacy for personalization could be unsettling for some.

The definition of privacy is changing. Will people be willing to sacrifice a degree of privacy for more helpful, customized messaging?

"Thanks for the recommendation, billboard. Now when should I rotate these tires?"

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