DOOH screens make their debut in Formula One cockpits


McLaren Racing have signed off on a deal with US agency Seamless Digital to bring DOOH screens into the cockpits of their Formula One race cars.

The wafer-thin digital panels, fitted in sections along either side of the cockpit, will allow McLaren to run with several different sponsors during a given race weekend. The panel’s innovative design has been developed so they’re clearly visible during TV broadcasts from the drivers’ helmet cameras.

With the facility to enact changes in an instant, even when the cars are on the track, advertisers can provide contextual content and information that is specific to location, time and audience.