Category : Billboard Successes
-by Brad Peterson, Sep. 24th, 2013
We’ve discussed connecting cameras and sensors to billboards in order to allow billboards to tailor messages directly to customers (see billboards have eyes ) but that’s not good enough say billboard advertising execs.
What’s the new plan? To get billboards integrated with social media. Many billboard ads prompt you to go and LIKE US on facebook or other social media sites but now with digital realtime billboard displays there’s a handful of campaigns that are urging people to contribute to the ad.
“OOH is the perfect medium to allow advertisers to engage with the public because it is everywhere you are, reaching consumers where they spend more than 70 percent of their waking hours – outside of the home,” said Nancy Fletcher, OAAA president & CEO.
For example: There’s a campaign that is giving Americans everywhere a chance to have their personal photos featured on a billboard in Times Square then saved for posterity. People are told to take a photo and tweet it to hashtag #everywhereUR. The photos will be filtered and then chosen to appear in a photo reel on the billboard in Times Square. Then the billboard is photographed during each persons image display time and sent to the person as a keepsake. Sounds fun, right?
“The proliferation of social networks has taken OOH to new heights, positioning the medium to emerge as a key advertising option that amplifies integrated marketing campaigns,” added Fletcher. “Through this campaign, we hope social media users enjoy seeing themselves in the bright lights of Times Square, and we hope advertisers see the effectiveness and versatility of America’s OOH network.”
The seamless, realtime display of the billboard is allowing advertisers to create a whole new ad mode allowing creative campaigns to directly engage customers with mobile phones and tablets. “Everyone is mobile these days,” said Sanjay Manandhar, Aerva CEO. “It is for this reason the trend in advertising today is interaction with the public via mobile applications. When we engage users, the ad becomes meaningful. Social engagement also allows us to broaden the scope of measurement, helping advertisers to more closely define their audiences and ad placement.”