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Billboards activate ad in navigaton app

McDonald's has partnered with the navigations app Waze to use smart billboards to send ads to the app's users. For the pilot project in California, a total of 300 billboards were used, which were fitted with geofencing technology. Car drivers who used Waze and stopped for a few seconds near one of the billboards were shown the same ad on their phones as on the billboards, via the "Zero Speed Takeover" ad format. A meal deal from McDonald's was promoted in the ad which motivated drivers to make their way to the nearest restaurant.