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Technology is driving the rebirth of outdoor - with growth in the U.S. reaching eight percent over last year, putting outdoor growth second only to the internet - writes Time Europe. By interacting with outdoor ads, consumers can now download music, watch movie trailers or play video games. Signs can send a digital coupon to cell phones, and soon they may start addressing consumers by name.
“Outdoor advertising is evolving to a world of two-way advertising very, very fast,” said Stephen Freitas of the Outdoor Advertising Association of America.
Billboards as a medium are changing quickly as well. Outdoor agencies are replacing static boards with digital liquid-crystal-display (lcd) or light-emitting-diode (led) screens that change images every few seconds, allowing marketers to tailor their messages to certain times of the day. “Selling day parts has never been an option for out-of-home advertisers before,” said Jodi Senese, executive vice president of CBS Outdoor.
“An ad medium that historically has been viewed as cumbersome and slow to react is now as flexible as broadcast,” Paul Meyer, worldwide president of Clear Channel Outdoor.
To offset advertisers and privacy advocates’ worries that interactive campaigns could be intrusive, the new interactive outdoor campaigns invite consumers to participate using text messages.
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
The move is not about cost savings, but rather about growth, NYTimes.com general manager Vivian Schiller…
Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
Last month, CBS’s Face the Nation pulled ahead of Meet the Press for the first time in two…
Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
