Digital may be the rage, but all media is improving in reach, connection and return on investment. The constant? Technology.
Beside the great digital disruptor, another medium that is transforming with technology is outdoor, or out-of-home advertising as those in the outdoor advertising area call it. (Although I’m not sure why mobile marketing is not considered out-of-home.)
Digital billboards have been in the market for nearly 10 years. But I feel they still have not fulfilled their true potential: Different color combinations should be used for daylight and nightlight, connecting content to the environment at different times (for example, a specific message for people going to a football game one day, vacationing messages another day) and using multiple billboards to simulate movement.
GM is using the new technology in a new way in Chicago. GM’s billboard is delivering a personalized message to drivers in cars that are not GM cars. A camera reader identifies passing cars by their grilles and then the billboard delivers a message such as “More Available Safety Features than Your Hyundai Sonata.” Some billboard companies are now delivering targeting information about traffic patterns which can tell you if people were in a car dealership or furniture store in the last few weeks.
According to Advertising Age magazine, we may be able to by ads only seconds before they appear on boards to reach specific audiences. This kind of big data usage will be incredibly expensive but much more efficient.