Dive Brief:

• A billboard from Porsche is stoking Porsche drivers' ego on an Australian highway. 
• The billboard, created by Australian ad agency Ooh! Media, typically runs standard ads until a Porsche drives under it. 
• When the billboard spots a Porsche, an ad runs for 10 seconds with a customized message like "It's easy to pick you out in a crowd." 

Dive Insight:

Billboard technology has made some big strides in recent years. It no longer has to just be a flat image, but outdoor advertising is becoming increasingly interactive. In a world where messages are coming from all angles -- especially right into our hands through mobile -- billboards need to step it up to stay competitive. This particular ad may do little more than stroke the egos of Porsche drivers on one highway in Australia, but the innovation is getting attention around the world.