Word: billboard
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Dates: during 2000-2009
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...launched its new fragrance, Hypnse, in France last summer on JCDecaux bus-shelter signs, cell-phone users with Bluetooth could download coupons for a sample. The supply ran out in three days. In the fall, British fashion retailer New Look used Hypertags, small electronic devices embedded in billboard panels that sent digital discount vouchers via infrared and Bluetooth technology to customers to spend immediately at nearby stores. Hypertag counts Procter & Gamble, Ford, Nike and Vodafone as clients. "It tends to be big companies who want to do exciting, above-the-line promotions," says Rachel Harker, one of the company...
...billboard as a medium is changing rapidly too, as outdoor agencies transform those once static boards into digital light-emitting-diode (LED) or liquid-crystal-display (LCD) screens that flash new images every few seconds. The dynamic screens allow marketers to fine-tune their messages to rush-hour commuters or soccer moms, depending on the time of day. Lamar Advertising, based in Baton Rouge, La., has converted 75 vinyl highway boards into digital LED displays at a cost of $300,000 to $500,000 each. "Advertisers can change their messages almost instantaneously," says Sean Reilly, Lamar's president...
...tested the Npod, a GPS-based device about the size of a cell phone. The media group gave the gadget to 850 consumers as they moved around Chicago for 10 days and counted when they passed 12,500 ad sites. Layering demographic and TAB traffic data over maps of billboard locales, the study delivered the sharpest outdoor ratings the industry has seen. Nielsen found that, on average, Chicagoans pass 66 outdoor displays each day. TAB is conducting its own industry-funded study to measure the likelihood that a person passing an ad will...
...Alan Light is fascinated by this story of the three white Jewish kids from New York City who rose to prominence as the first hip-hop group with a number one album on the billboard charts, 1987’s “License to Ill.” To satisfy his interest, the former editor-in-chief of Vibe and Spin decided to go straight to the sources, interviewing all the key participants for his new oral history of the Beasties, “The Skills to Pay the Bills...
...seem rather bored. Why they thought people would be entertained by watching the band travel by luxury bus is hard to say. As if to compensate for the dullness of the band’s scenes, they alternate with shots of the antithesis of boring: stuff burning. A billboard, some trash, a car, and a bus stop are among the things that are incongruously and computer-generatedly on fire throughout an anonymous city as passers-by go about their day-to-day lives without paying attention to the flames. The band members gaze soulfully upon some of the blazes...