French Thoughts — Edition #3
Did Science Fiction Predict the Future of Moving OOH?
For decades, Hollywood imagined cities covered in advertising. Not just billboards but living, moving, responsive media integrated into everyday life.
In The Fifth Element (btw one of my favorite movies), giant ads are seen through futuristic cityscapes, competing for attention among flying vehicles and chaotic urban movement.
In Minority Report, customized advertisements recognized the main character (Tom Cruise) by name, scanned his eyes, and adapted messages in real time as he walked through the mall.
At the time, it felt like science fiction. Today, it feels more like a roadmap.
While we may not have flying taxis or retina-scanning billboards (yet), we have autonomous vehicles, like Waymo’s. We have AI. We have real-time data. Which leads me to a question:
What would happen to Moving OOH when we use autonomous vehicles?
The formula behind Moving OOH has been relatively “simple”: an LED truck + a route + a creative + a driver… which is not just another operational detail. The driver is what makes the entire system work. No driver, no campaign. At least for now.
But autonomous cars and trucks could change that equation completely.
Imagine a future where fleets of LED trucks operate continuously.
24/7
No shift changes.
No overtime.
No last-minute calls saying, “The driver is sick.”
Just media in motion. Constantly.
Now, imagine AI analyzing traffic density, pedestrian flows, event schedules, weather conditions, retail activity, and neighborhood momentum in real time…and repositioning trucks accordingly—every minute.
Suddenly, moving OOH becomes an “ultra-targeted” medium, where the truck doesn’t simply follow a route; it follows the audience.
And THAT is the real innovation! Autonomous vehicles will not simply be about removing drivers. They may redefine how media moves through cities.
Maybe The Fifth Element was not predicting flying cars.
Maybe Minority Report was not only imagining customized advertising.
Maybe these movies were pointing toward something bigger: cities where media, mobility, data, and technology become inseparable.
We are not there yet. But for the first time, it no longer feels like science fiction… What do you think?
About the French Thought
I am starting The French Thoughts from a simple feeling:
Everything started to sound the same.
We see the same tone, ideas, and safe opinions repeated across the industry.
This space is different.
It’s a place to share what I see, hear, and experience in the OOH industry, as well as what I’m building as an entrepreneur in real time, not from the outside looking in, but from being inside it.
Some thoughts are analytical.
Some are more instinctive.
Some might feel a little less “polished” than what you usually read.
That’s intentional.
The goal isn’t to be controversial.
It’s to be honest, even when that means saying things a bit more directly.
About LED Truck Media
LED Truck Media is a leading provider of mobile digital billboards, experiential activations, and hyper-targeted OOH solutions operating across the United States, Europe, and Australia. With advanced LED trucks and digital bikes, we deliver high-impact campaigns that combine mobility, visibility, and real-time consumer interaction. LED Truck Media partners with global brands, agencies, and organizations seeking innovative, measurable ways to reach audiences where it matters most. For more information, visit https://ledtruckmedia.com/services/experiential-advertising. LED Truck Media is an advertiser with OOH Today