Interactive Billboards



irresistible.jpg



Overview of Interactive Billboards

=



=

Text to vote. You choose the design. You’re going how fast? All of these simple statements can be in the control of today’s society due to the presence of interactive billboards. Interactive billboards are billboards that get consumers and onlookers alike, involved in their advertisement techniques. These billboards pull in consumers in order for them to have to do something in order for the advertisement to be effective, whether this be utilizing their smart phone or being in the right place at the right time.



nike_10k.jpg




Reasons for Using Interactive Billboards

=



=

Interactive Billboards are the latest and greatest craze in outdoor media. They are eye catching and make the onlooker feel as if they are part of the company and becoming one with the product. This is imperative to companies because it makes the person interacting with the billboard feel as if they are important and making important impacts on the future of the product.


LightbulbOff.jpg

Limitations of Interactive Billboards

=



=

At this point, the opportunities within interactive billboards seem endless. With technological advances popping up in society daily, any desire for the premium interaction between consumers and companies can be reached. A drawback to this emerging media is the pretty penny it costs to use them. Most of these billboards are digital, therefore the cost is very high. Also, since these billboards normally require some sort of technology from the consumer side, standard text messaging rates could apply to the consumer, therefore being a turn off to some people. Also, many companies choose to pair their digital billboards with Mobile Phone Applications, which can sometimes cost money to download.

Another downfall to these advertisements is that they only reach the people in the vicinity of the billboard and who can see them. Although the smart phone applications can be brought around wherever the phone is, the most exciting and enticing time to use them is when a consumer is standing in front of the board, seeing the result of his/her interaction.

Sharpie Interactive Billboards

sharpie_interactive_billboard.jpg


Cost of Interactive Billboards

=



=

Sales Chart

The heftiest cost to interactive billboards is the actual billboard itself. With billboards already available, the price would be evaluated just as if you are buying a space to run an advertisement on television. Prices vary according to a sign's size and location, but the cost of advertising on a digital billboard runs from $1,200 to $10,000 a month, and the ad campaigns are typically not expensive to create (Goldstein, 2008).


Reach and Frequency of Interactive Billboards

=



=

Times Square Domination is a newly formed company in New York City that is hoping to pair with advertising companies in the area that advertise in Times Square, in order to correlate the most extravagant digital billboards the city has to provide. Companies that have billboards such as, Clear Channel's Spectacolor HD sign, ABC SuperSign, the Nasdaq monitor and News Corporation's Astrovision sign, all hope to come together and use these billboards to the best of their ability. Times Square Domination is referred to as the nation's largest out-of home venue that reaches 565,000 people each day, multiple times during commute. These advertisements will air in selected slots and work in conjunction with marketing, mobile messaging and contests, again getting the consumer involved (Bachman 2009).

Schedule Strategies for Interactive Billboards

=



=

With any type of advertising, scheduling is imperative and this is no exception for interactive billboards. Interactive Billboards can change at any time because they are mostly digital. Smart Phone Applications that pair with interactive billboards normally work at all times, the thing that changes is what you will be able to see on the billboard.


“There are a lot of people out there with a lot of good ideas who either don’t have access to funding, especially now, or don’t have access to the people that can make that happen,” he said. “And this gives them an opportunity to be in front of executives at a company like Coinstar, who can do all of the above, if they believe the idea is worth rolling out, and really take it to the next level.” (Cooper, 2009)


General Impact of Interactive Billboards

=



=

The appearances of these billboards are increasing at a lightning fast rate. The Outdoor Advertising Association of America, an industry trade group, projects that the number of digital billboards in the U.S. will expand at a rate of several hundred per year (Goldstein, 2008). With these billboards popping up every second it seems like, they will become a part of consumers life and buying decisions. These boards are captivating and always show that there are no limits to advertising.

Audience Qualities of Interactive Billboards

=



=

The general audience for interactive billboards depends on which company is advertising. Mostly, these advertisements target people with smart phones in order to get them involved, but can also span down to children using the phone to get involved in a game to older adults, texting to vote, because they’ve never been able to do this before.



Passerby.jpg



Jameson interactive wall "Are you talking to me"

Responsiveness of Audience to Interactive Billboards

=



=

The response of interactive billboards has hit the roof in the past couple of years. People are not used to what these billboards provide, therefore the newness of these boards are capturing and get people involved. These billboards capture “the promise of some flashy uses: slick iPhone or iPad apps; fancy mobile loyalty or couponing opportunities on check-in services,” (Karpinski, 2010) all things that get the consumer involved and more willing to buy.


Interesting Qualities of Interactive Billboards

=



=

Interactive Billboards are the first thing that has made it possible for the consumer to get fully involved in the advertising process through smart phones. The advertisement can be taken wherever the phone goes, making it very easy for companies to contact each downloader at anytime. This can increase frequency, while also making it fun for the consumer.


Also, these billboards get the consumer involved immediately when they are in the vicinity of the advertisement. These interactive billboards are extremely enticing and in a place such as Times Square, always looked at to see what the latest and greatest technology is, capturing the consumer, when at times, they do not even know it.


Successful Use of Interactive Billboards

=


=

-Dove’s Campaign For Real Beauty


dove2.gif

-Nike iD


nike.jpg



-Nivea’s “Reduce the Bumps”


Nivea.jpg

-“Slower Is Better” Elm Grove Police Department, Wisconsin


Speed.jpg



References

=



=

Billboard & Outdoor Display Advertising [U.S. Industry Report]. (n.d.). Retrieved from http://www.ibisworld.com/‌industry/‌default.aspx?indid=1437

Capogrosso, D. (2004, October 22). First Interactive Times Square Billboard Asks New Yorkers to Vote; Global Beauty Brand Dove Asks: ‘Do You Think Our Advertising Is Beautiful?’ . Retrieved November 13, 2010, from BusineesWire database.

Cooper, C. (2009, October 29). KioskCom, The Digital Signage Show promise new content for NYC editions. Retrieved from FrameMedia, Inc. website: http://www.wirelessdigitalsigns.com/‌category/‌interactive-marketing/

Goldstein, S. (2008, March 1). Bright Lights, Big Impact. Friend Inc. Magazine. Retrieved from http://www.inc.com/‌magazine/‌20080301/‌bright-lights-big-impact.html

I Love Nike’s Mobile Marketing. (2009, June 9). Retrieved from http://www.mobileinc.co.uk/‌2009/‌06/‌i-love-nikes-mobile-marketing/

Jenssen, D. (Speaker, VP of Times Square2). (2008, May 7). Inside Outdoor Advertising: Interactive Billboards That Spark Global Events [Audio podcast]. Retrieved from http://adage.com/‌video/‌article?article_id=127612

Karpinski, R.. (2010, August). Going mobile? Here are the basics. B to B, 95(9), 14. Retrieved November 19, 2010, from ABI/INFORM
Global. (Document ID: 2123463561).


Mcdonaldspiccadilly. (n.d.). YouTube - Jameson: Are You Talking To Me? . YouTube - Broadcast Yourself. . Retrieved December 12, 2010, from http://www.youtube.com/watch?v=LpEnzv4b9v0


Out of Home - Winner. (2010, October 11). Retrieved from OgilvyOne Worldwide, New York website: http://www.btobonline.com/‌apps/‌pbcs.dll/‌article?AID=/‌20101011/‌FREE/‌101019981 “Color Sensitive Billboard”

Schaeffler, J. (2008). Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understand Business. Burlington, MA: Focal Press.

Vega, N. (2010, July 5). 12 Most Clever Interactive Billboards. Retrieved November 16, 2010, from ODDEE website: http://www.oddee.com/‌item_97119.aspx