Roadside advertising is about to get a touch more flashy. The next time you pass a semi truck, it might be showing you a series of flickering ads from its back doors, according to Gizmodo. A German company called RoadAds interactive and Visionect, makers of e-ink signage, recently debuted e-ink ads for trucks that use GPS data to target motorists with location-specific advertising.

The e-ink panels can be instantly updated to provide signs that direct motorists to the McDonald’s at the nearest exit or to provide real-time traffic and road condition updates. They run on electricity from the truck’s battery (though they only need to use electricity when changing images) and are equipped with GPS, Wi-Fi, and 4G.

As Gizmodo points out, it’s a lot easier to read a sign on the back of a truck you’re tailing than to digest the information on a billboard as you zip by at 70 miles per hour.

[h/t Gizmodo]

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