Technology

Feb 1, 2018

REAL-TIME CONTENTS

In a world constantly changing in which progress and development for centuries have been the word of order, one of the most used masses marketing tools, the billboard, seems to have become stagnant in time.

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By NUNO AFONSO

We all get used to their constant presence whether in the big cities or on the edge of the roads and highways, there was a slight variation that replaced the billboards on paper printed in graphics by canvas prints in digital laser and that besides reducing the price facilitated the fastness in both the production of a billboard campaign and its quick replacement and customization piece by piece without affecting the costs.

New Yorker Clear Channel has been one of the companies that has been betting on innovation in the format, the most promising yet in marketing out of doors when compared to the increasingly obvious death of posters, flyers and stickers.

Clear Channel billboards are no longer mere gigantic, static billboards on the roadside, investing in digital technology the paper and canvas have been replaced by screens that now emit real-time advertising content that addresses topics relevant to the hypothetical consumers.

In January, the first anniversary of the introduction of programmatic advertising on its billboards and other digital marketing options was celebrated, adapting a practice that had been restricted to internet advertising to date. The pilot project first took off in Belgium and subsequently in the United Kingdom, counting among its customers with a heavy weight such as Mercedes Benz.

It is nothing we have not seen in sci-fi movies, where advertising screens interact with the characters by treating them even by name and suggesting goods and services that are familiar to them.

The aim is to use the new technologies to allow brands to more directly order their target audience with the most accurate message at the right time, adjusting it to the profile of each consumer. The use of video and the interaction with mobile phones or tablets of potential consumers are now a reality, in the United States the network of radio stations owned by Global programmed the billboards used in their advertising for a geographical demarcation that issued automatically to the devices of passers-by an audio broadcast that concerned the billboard for which they had passed.

In the UK alone the replacement of conventional billboards by digital screen options reached 50% in 2017. But what exactly does this customization consist of? Well, it is due in large part to the pioneering of Google and Facebook, which have been using for years these platforms in programming to detect the tastes of their users in order to personalize as much as possible the advertising that comes to them on the computer screens, tablet and Phone. Most consumers give these companies and their telecommunication companies various data regarding their tastes, online purchases, favorite colors and a long etcetera, these companies in their turn gather this data in packages that they resell to marketing companies.

Practical result, these new digital billboards are interactive and intuitive, when we go through them they can detect our profile based on the mobile phone, tablet or laptop that we take with us and emit the most appropriate advertising to our tastes even allowing, in some cases, we can acquire goods or products directly on the street when we liked it, using an online trading platform or a free app. This new digital tool also allows to create billboards that range from the height of a building to mere digital panels that refer us to the early days of television. Yes, we're actually living in the 21st century and Clear Channel wants to make sure that your business is in the footsteps of time.

Contacts * www.clearchanneloutdoor.com * Tel: (212) 812 0000 * Clear Channel Outdoor Corporate, 99 Park Avenue, 2nd Floor, New York, NY 10016, USA

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