"Out of home" advertising goes digital

Fri, August 18, 2006

In what I think is very exciting news, Viacom Outdoor is preparing what it calls the biggest deployment yet of digital video technology in the service of "out of home" advertising. Over the next two and a half years they will install 2,200 screens in the subway network to display ads on the walls of the tube so passengers can see ads while they wait for the train. While I’m certainly not a specialist in outdoor advertising, this just clearly makes sense for a long-term investment. First, it eliminates recurring production fees of changing out creative. This would pay off over time. Second, it allows advertisers the chance to change out messaging in a much quicker manner. The advertising can really be current with the times. Third, they are able to build interactive technologies that can allow users to interact the advertising. Would love to hear your feedback on where you think this is all heading.

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