TomTom and digital signage company Amscreen have announced a sponsorship deal aimed at providing millions of motorists with up-to-date traffic information via TomTom’s HD Traffic.

The deal sees TomTom become the exclusive provider of live traffic feeds across Amscreen’s digital signage network. According to Amscreen, BP will be the first c-store network to feature TomTom’s HD Traffic on its close proximity signage units. The BP network uses Amscreen’s bespoke ‘plug and play’ technology, which allows screen content to be remotely updated without the need for any extra cabling or IT input on site. Available at BP’s network of over 300 company-owned sites, TomTom’s HD Traffic

technology uses data from travelling Vodafone users, making it possible to monitor, in real time, the actual speed of millions of cars across the road network. This data is merged with anonymous real-time GPS data from connected TomTom customers and information from traffic authorities, road operators and commercial third parties to provide customers with the most accurate and precise traffic information.

Damian Woodward, TomTom VP sales & marketing, said: "The Amscreen network provides us with the perfect way to assist over seven million motorists per week. Our HD Traffic technology enables us to provide these customers with traffic information featuring unprecedented accuracy and quality."