Billboards Join Wired Age

Published on February 4, 2011
by Spencer E. Ante

Billboards and posters are one of world’s oldest forms of advertising. Now, some marketers and start-ups say wireless technology could revamp outdoor advertising by bringing interactivity and pay-for-performance models.

Over the last few months, Google Inc., Nokia Corp. and France Telecom SA’s Orange have run pilot advertising campaigns that let a person interact with posters in bus stops, phone booths, train stations and airports in cites including New York and London.

So far, companies are using the posters as a way to distribute wireless applications or ringtones for smartphones. But outdoor advertisers and marketers say the ads could also be used to distribute games, video ads, coupons and even as a way to sell physical or digital goods and services.

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