With $62. 5M in debt that, Road Runner Media nods digital ads behind tv commercial vehicles

As long as Southern California-based Road Runner Likely succeeds, you will start seeing a lot more ads during the time you’re driving.

That’s because the startup might be placing digital screens producing back of technicians’ vans, beginning vehicles, buses and other commercially made vehicles. Those screens can show both ads and act as a brake light — according to founder and chief Randall Lanham, the foot brake light functionality is required if you’re putting a sign on the back belonging to the vehicle.

“The way we look at the program, we are a digital brake sunlight, ” Lanham said. Yes, the brake light definitely is showing ads, but “the driver touching the braking interrupts the ad. ” (The sign can also demonstrate turns, reversing and emergency situation flashers. You can see a mock-up ad in the image earlier on, and real footage ınside the video below. )

Of pursue this idea, Lanham (who described himself staying “recovering attorney”) enlisted John Riley as CEO — Riley’s experience include several years as CEO pertaining to PepsiCo Australia and Recent Zealand. And the company proclaimed this week that it has along with a $62. 5 million in arrears financing from Baseline Financial growth Capital.

The concept of putting ads on flowing vehicles isn’t new. Locate, of course , ads on the highs of taxis, and startups recommend Firefly may perhaps also be putting digital signage overlaid on Ubers and Lyfts. Only Riley said Road Runner’s ruggedized, high-resolution LCD watches are very different, due to their amount, quality and placement.

“[Taxi-top ads] don’t have made from, the brilliance, the ability, ” he said. “We can run a true clip ad on the screen. ”

Riley also said those ads can be targeted determined by GPS and time of day, and the company eventually plans so as to add sensors to collect data found on who’s actually seeing generally the ads.

You should concerns that these big, upbeat screens might distract driver operators, Lanham argued they’re essentially attracting driver’s eyes to exactly where they should be, and owning a brake light that’s very harder to ignore.

“Your eyes are included on the horizon, which is what the [Department of Transportation] wants — as opposed to on the floor or the advertising or directly off to the left or right, ” he said. “That’s where the actual safest driving occurs, as soon as your eyes are up above the dash. ”

In fact , Lanham said he’s “very passionate” about the company’s vision, which in his view can certainly roads safer, and is possessing a platform that could also be helpful to spread public service messaging.

“We will retrofit any vehicle and also it safer on the streets, ” he added. “I really, truly believe that we are going to save lives, if we dealt with haven’t. ”

The company says it definitely been has 150 screens all set Atlanta, Boulder, Chicago, Based in dallas and Los Angeles, with agreements to launch screens in just Philadelphia and Washington, Fat dissoluble. C. in March.

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