If Southern California-based Road Runner Media succeeds, you’ll start seeing a lot more ads while you’re driving. That’s because the startup is positioning digital screens on the back of professionals’ vans, shipment vehicles, buses and other commercial vehicles. Those screens can show both ads and function as a brake light– according to creator and chairman Randall Lanham, the brake light functionality is needed if you’re putting a sign on the back of a car. “The way we take a look at it, we are a digital brake

light,”Lanham stated. Yes, the brake light is showing ads, however “the motorist touching the brakes interrupts the ad.”(The sign can likewise show turns, reversing and emergency situation flashers. You can see a mock-up advertisement in the image above, and genuine video in the video listed below.) To pursue this idea, Lanham(who explained himself as a” recuperating attorney”)got Chris Riley as CEO– Riley’s experience includes a number of years as CEO of PepsiCo Australia and New Zealand. And the business revealed this week that it has actually secured $62.5 million in debt funding from Baseline Development Capital. The concept of putting advertisements on moving automobiles isn’t brand-new.

There are, naturally, advertisements on the tops of taxis, and startups like Firefly are also putting digital signage on top of Ubers and Lyfts. Riley said Roadway Runner’s ruggedized, high-resolution LCD screens are extremely various, due to their placement, size and quality.” [Taxi-top advertisements] do not have the color, the luster, the clearness,”he said. “We can run a real video ad on the screen.” Riley likewise said the ads can be targeted based upon GPS and time of day, which the business eventually plans to add sensors to collect information on who’s actually seeing the ads. As for issues that these huge, intense screens might sidetrack drivers, Lanham argued they’re actually drawing in chauffeur’s eyes to exactly where they

must be, and creating a brake light that’s much more difficult to disregard. “Your eyes are attached on the horizon, which is what the [Department of Transport] desires– as opposed to on

the flooring or the radio or directly off to the left or right, “he said.”That’s where your most safe driving happens, when your eyes are up above the dashboard.”In fact, Lanham stated he’s “extremely enthusiastic”about the business’s mission, which in his view will make roads more secure, and is developing a platform that might also be used to spread civil service messages.”We have the ability to retrofit any vehicle and make it safer on the highways, “he added. “I really, truly think that we will save lives, if we already have not.” The company states it currently has 150 screens reside in Atlanta, Boulder, Chicago, Dallas and Los Angeles, with strategies to launch screens in Philadelphia and

Washington, D.C. in March. Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.