Sat nav ad placement

It's not a particularly well-conceived ad, but what really struck me about this ad for sat nav Tomtom was the billboard placement. High up, overlooking a bridge that's closed to traffic isn't ideal. As a non-driver - never even sat a lesson - the sat nav isn't a thing I'm likely to be terribly interested in, so as a commuter walking to bus-stop it's not targeted at me. Or, in it's current location, many other people.