Here’s Yet Another Place Where We Will Soon Be Hit With Advertising

Jan 11, 2017  •  Post A Comment

An item that’s a part of people’s everyday lives is about to become a new venue for advertising.

“License plates are about to be turned into digital screens that display the traditional number information when the car is moving but convert to digital advertising when the car is parked,” MediaPost reports.

The new rPlate, from a company called Reviver that’s working together with motor vehicle departments, is being introduced this week at the auto show in Detroit.

“The smart license plate is an IoT platform that includes DMV registration automation, hyper-local messaging and vehicle management,” the story reports. The plates house a GPS, accelerometer, RF sensors and storage.

The company plans to launch the rPlates by the end of this year in Texas, Arizona, California and Florida.

“Initially targeted to fleets of cars, such as rental companies, the connected plates could become highly targeted mini-billboards. The rPlate is the same size as a standard license plate and has an anti-reflective screen,” MediaPost reports. Ads could be sent to the plates based on a vehicle’s location.

Prototype plates are said to already be operational in California.


  1. George Orwell could have come up with this, so I can understand its appeal to the authoritarian mindset while rationalizing the development as advertising medium… but the notion of using it for advertising is absurd. Who (and when) is someone going to even be able to see it?

    People have a difficult enough time trying to make out the messages on humongous roadside billboards, let alone teeny tiny screens over a dozen or more feet away even when they’d be closest… while stopped at a stop sign. And while moving… impossible.

    Remember those bumper stickers that said “If you can read this, you’re too close”? If you could, you were. Same with this.

  2. I don’t know about George Orwell, I think this is more along the lines of Blade Runner where everywhere you turned there were ads. On blimps, building walls, everywhere. Soon, ads will be everywhere, all the time. And what will happen? People will become so desensitized, they won’t even notice them anymore. Kinda like ads on Facebook. You know they’re there, but you don’t see them.

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