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Digitized Advertising May Hit California License Plates

Digitized Advertising May Hit California License Plates
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The state legislature will be reviewing a bill to introduce new technologies to decorate the back of automobiles.

Daniel Edmundson
  • 22 june 2010

The California legislature will soon introduce a bill to allow new electronic license plates that flash digital ads, in addition to identifying vehicles.

The move by the financially burdened state government is intended to help lessen the $19 billion deficit, while providing new opportunities for advertisers and local businesses.

While in motion, the device would mimic a standard plate, switching to advertising or targeting messaging while idle. The state has also offered the suggestion to broadcast traffic and amber alerts while cars are in transit.

The bill’s author, Democratic Sen. Curren Price of Los Angeles, said California would be the first state to implement such technology if the state Department of Motor Vehicles ultimately recommends the widespread use of the plates. He said other states are exploring something similar.
Interested advertisers would contract directly with the DMV, thus opening a new revenue stream for the state, Price said.
“We’re just trying to find creative ways of generating additional revenues,” he said. “It’s an exciting marriage of technology with need, and an opportunity to keep California in the forefront.”

The Associated Press reports:

“The bill’s author, Democratic Sen. Curren Price of Los Angeles, said California would be the first state to implement such technology if the state Department of Motor Vehicles ultimately recommends the widespread use of the plates. He said other states are exploring something similar.

Interested advertisers would contract directly with the DMV, thus opening a new revenue stream for the state, Price said.

‘We’re just trying to find creative ways of generating additional revenues,” he said. “It’s an exciting marriage of technology with need, and an opportunity to keep California in the forefront.'”

AP: “Calif. license plates might go digital, show ads”

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