Advertising Heads Down New Road

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Video ads can be seen just about anywhere: airport terminals, restaurants, elevators, gas station pumps and even grocery store checkout lines.

Now they’re following you down the street.

The Ad Rover, a utility electric vehicle with a 4-foot-by-5-foot LCD screen mounted on its bed, has recently been spotted trolling the streets of Los Angeles.

The vehicle, which tops out at 35 miles per hour, can play commercials, show films or just display pictures. It also has a wireless Internet connection, so content can be updated instantly.

Designed by entrepreneur Donal Moore, the vehicle is becoming increasingly popular with companies looking to reach potential customers with unconventional advertising.

“People notice it and say, ‘Wow, that’s interesting,'” said Moore, president of AdScope Media LLC, which he founded last year in Detroit.

Among its clients, the company already counts heavyweights such as NBC Universal Inc. and Ford Motor Co.

Moore recently took one of the company’s four Ad Rovers to Comic-Con in San Diego because he targets crowds. He’s got Ad Rovers running in Detroit, Phoenix and Atlanta, and is trying break into Los Angeles.

On a recent weekday, the vehicle was parked along Wilshire Boulevard on the Miracle Mile showing ads to patrons eating lunch on the patio of a Baja Fresh restaurant.

But won’t the vehicle be a distraction to other drivers when cruising down the street? Not to worry, Moore said. The concept targets pedestrians, not other drivers.

“The screen is always aimed toward the curb,” he said. “It’s all about safety.”

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