With the growth of digital technology comes the growth of digital out of home advertising, and investments in digital billboards, posters and interactive outdoor advertisements are expected to increase by over 14% each year until at least 2017.
Research has shown that the average global consumer is exposed to various kinds of digital out of home media for 14 minutes each week, with this amount obviously significantly higher for those who live in major cities such as New York and London. In late 2014, Google launched North America's largest digital billboard to promote Android in New York City's Times Square, which measured 77 feet tall by 323 feet long and dominated tourists' view of Broadway.
![street perspective of white billboard with android written in green.]( "Times Square Android ad")
There have been some incredibly innovative - albeit slightly smaller - examples of digital billboards closer to home in London in recent years, with this effort from British Airways (below) even winning the Direct Grand Prix at Cannes festival of creativity in 2014. This incredibly complex advert - masked by the concept of a young child chasing after a plane - saw antennaes detect nearby BA aircrafts, triggering several applications to provide information about the flight such as destination, origination and cloud coverage to determine whether the plane is visible to those below.
Cadbury delivered one of the most talked-about examples of interactive billboard advertising last year, using augmented reality to give commuters in Waterloo Station a chance to 'win their joy' made out of chocolate. The billboard picked out lucky passengers from the crowd and invited them to 'smash' digital models of what they may have been thinking about - from football and cars to shoes and skateboards - before awarding winners with some free chocolate.
As technology continues to develop and expand, we're going to see more and more examples of digital outdoor advertising on our streets. Out of Home International already offer access to this pioneering advertising method, with a range of digital out of home services to choose from.
Research has shown that the average global consumer is exposed to various kinds of digital out of home media for 14 minutes each week, with this amount obviously significantly higher for those who live in major cities such as New York and London. In late 2014, Google launched North America's largest digital billboard to promote Android in New York City's Times Square, which measured 77 feet tall by 323 feet long and dominated tourists' view of Broadway.
Google's Android digital billboard in Times Square, New York
There have been some incredibly innovative - albeit slightly smaller - examples of digital billboards closer to home in London in recent years, with this effort from British Airways (below) even winning the Direct Grand Prix at Cannes festival of creativity in 2014. This incredibly complex advert - masked by the concept of a young child chasing after a plane - saw antennaes detect nearby BA aircrafts, triggering several applications to provide information about the flight such as destination, origination and cloud coverage to determine whether the plane is visible to those below.
British Airways' innovative digital billboard in London
Cadbury delivered one of the most talked-about examples of interactive billboard advertising last year, using augmented reality to give commuters in Waterloo Station a chance to 'win their joy' made out of chocolate. The billboard picked out lucky passengers from the crowd and invited them to 'smash' digital models of what they may have been thinking about - from football and cars to shoes and skateboards - before awarding winners with some free chocolate.
Waterloo Station featured this augmented reality billboard
As technology continues to develop and expand, we're going to see more and more examples of digital outdoor advertising on our streets. Out of Home International already offer access to this pioneering advertising method, with a range of digital out of home services to choose from.