The Future of Outdoor Advertising
'Audience Interaction’ is an emerging field in outdoor advertising .
In Piccadilly Circus a Coca-Cola LED billboard responded with a different ad depending on whether it was raining, cloudy or sunny , and with an animated wave when passers-by waved at it.
Cinemas in London are also experimenting with billboards which contain an embedded computer chip which can interact with the web browser found in many cell phones to provide more information on the subject of the advertisement.
In 2004, in the Times Square in New York , a Yahoo! Autos promotion displayed on a digital billboard, allowed its target audience, to call a phone number with their mobile phone and play a two-person racing game where the cars appeared on the billboard.
Billboard technologies are also emerging that will synchronize with advertisements on radio stations. Posters panels that can send a SMS text ad to mobile phones of people passing by is another exciting development.
