Word: billboarding
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...released his solo debut album “Rockin’ the Suburbs” on Sept. 11, 2001. Despite its unfortunately-timed release date, the album debuted at number 42 on the Billboard 200 albums chart...
...released his solo debut album “Rockin’ the Suburbs” on Sept. 11, 2001. Despite its unfortunately-timed release date, the album debuted at number 42 on the Billboard 200 albums chart...
...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...
That's not to say new billboard technology is free of challenges. Advertisers and privacy advocates are worried that interactive campaigns could be intrusive. Not everyone wants to be talked to by a billboard. "If somebody starts pinging phones, there's going to be consumer backlash," says Tom Burgess, CEO of Third Screen Media, a mobile-marketing and software consultant. For that reason, the newest high-tech outdoor campaigns invite consumers to opt in, say, by sending a text message. For example, Nationwide, the insurance and financial-services company, encourages visitors on Times Square's Reuters billboard to send...