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Move Over Mobile Phone: The Next Ad Frontier is the Windshield

Move Over Mobile Phone: The Next Ad Frontier is the Windshield

Bloomberg By Staff Writer January 6, 2017  

The next frontier in digital advertising may be your car’s windshield.

Automakers, technology companies and glass manufacturers are teaming up to turn the display that graces the front of an iPhone into the windshield of a car — one that can show ads, directions and vehicle information to the person behind the wheel.

The advent of connected cars is creating a new sales battleground, and using a vehicle’s windshield may be the next way to pitch more products and services to consumers. McKinsey & Co. estimates that mobile and data-driven services in autos will generate $1.5 trillion by 2030. At least part of that will be spent projecting information to drivers and passengers right before their eyes.
“When you think of a person driving and what your needs are when you’re on a typical trip, it’s food, it’s fuel and it’s rest stops,” said John Butler, a Bloomberg Intelligence analyst. “Owning the inside of the car is critical, it’s really where the money is made. The real value is locked up in the ad opportunity.”

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When the Weather Is Bad, Digital Billboards for the ‘Baywatch’ Movie Will Try to Cheer You Up

AdWeek By Christopher Heine January 25, 2017

The ad campaign is underway for the Baywatch movie, which opens nationally on May 26. While the forthcoming flick most likely won’t go down in cinema history with the likes of Citizen Kane or Chinatown, its Paramount Pictures marketers are approaching out-of-home with a bit of innovation.
Utilizing the digital billboard system from Lamar Advertising, Paramount and its team are targeting 16 mostly rust-belt or corn-belt mid-sized markets with ads that change according to the weather happening around the signage. The towns being pitched include the likes of Flint, Mich., Waterloo, Iowa, Lincoln, Neb., Sioux Falls, S.D., Green Bay, Wisc., Syracuse, N.Y., and Casper, Wyo. A total of 52 digital billboards will be employed through Feb. 5 in the endeavor.

The ads highlight whether passersby are experiencing either brutal cold, snow or rain, with the promise that summer is coming in the name of Baywatch, which stars Alexandra Daddario, Priyanka Chopra, Dwayne Johnson and Zac Efron. What creative appears depends on the local weather data.

The movie, of course, is based on the themes of the Baywatch TV program that ran on NBC and in syndication from 1989 through 2001.

Weather-data-based advertising has become a bit of a “bright, shiny object” in the world of marketing, and it’s often attempted to be done via mobile phones with precise, one-to-one targeting. What makes the Baywatch effort different is not only the traditional mass-advertising medium being employed, but also that the endeavor combines real-time climate conditions via automation with the idea of empathy.

Can empathy be automated? Whether these digital billboards nudge folks to the box office may help answer that question.

Smartphone Usage Patterns Inform OOH Opportunities 

OAAA By Staff Writer January 26, 2017  

As mobile device usage exploded, and resulted in enormous ad spend, it’s evolved into a strategic ally for OOH. Instead of eroding audiences as it does with most traditional media, mobile is used most heavily in the OOH space creating a natural convergence of the two. To leverage the ability of OOH to impact mobile consumer behavior, it is important to understand trends in the mobile space.

Ending Two Years of Debate, Pasco Okays Digital Billboard Swap

Tampa Bay Times By C.T. Bowen January 25, 2017

DADE CITY, FL- Pasco County commissioners agreed Tuesday to let the outdoor advertising industry step into the digital age along the county’s federal and state highways.

After nearly two years of public workshops and negotiations with billboard companies, commissioners voted unanimously to allow the firms to take down static billboards and replace them with high-tech digital light-emitting diode billboards that can rotate messages.

Under the ordinance, the number of new digital signs will be capped at 37. And for each one installed, the billboard companies must remove the equivalent of six existing signs, based on square footage.

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Where Will the Outdoor Business be in 10 Years?

Billboard Insider By Staff Writer January 27, 2017

The Helma Larkin-moderated panel with executives from the big five out of home firms at the April 2016 Geopath/OAAA conference is aging well.  Larkin asked each executive where the out of home industry will be in 10 years.   Here’s what they said:
  • Jean-Luc Decaux, Co-Chief Executive, JCDecaux.  In 10 years there will be further consolidation…The share of digital will grow tremendously…We’ll be selling audiences as opposed to signs.
  • Scott Wells, CEO, Clear Channel Outdoor.  In 10 years there will be a proliferation of inventory types…In 10 years if we aren’t integrated with other media we will have utterly failed.
  • Jeremy Male, CEO, Outfront Media.  In 10 years there will be seamless transactions for screens.  We need to think of our medium as the third screen…I don’t think it matters whether it’s a digital screen or an analog screen…We will continue to grow.
  • Sean Reilly, CEO Lamar Advertising.  In 10 years Cracker Barrel will still be one of our largest customers…In 10 years our physical structures are going to become more useful to society…Interconnectedness, wifi, other reasons to be around…We will ultimately either be off the grid or feeding the grid power.  I think we are going to have solar panels on most of our structures.  I think Tesla’s going to invent a battery that’s going to allow us to store power on site.
  • Kevin Gleason, CEO, Fairway Outdoor.  In the future I would like to focus on what’s going on in the mind of the advertiser.  What are they thinking?  We talk about ROI…How much time do we spend sitting down and talking to an advertiser…We spend much more time talking about our inventory and out business than we do in the discovery process of what an advertiser is thinking…The next big breakthrough in the next 10 years is to build organizations which can dialogue with an advertiser and marry their expectations to our assets.