McLaren has installed digital panels by the cockpit that display different ads during a race. Other teams may follow.

When a way to display digital advertising on racecars was pitched to McLaren, team officials were concerned it was just a gimmick.

Brand logos are already on cars, but this new method allows teams to show additional ads because they appear on panels mounted on the side of the cockpit and are visible to home viewers because of the television camera installed behind the driver. The display changes, showing a range of advertising messages over the course of a Grand Prix weekend.

After seeing the technology in action for the first time, Louise McEwen, executive director of brand and marketing at McLaren Racing, said she was “blown away.”

“I had to use quite a lot of imagination, because it was very much in its infancy,” she said in an interview.

“But what came across was not

Keep reading this article on The New York Times Media & Advertising.

Leave a Reply