Chado-Design.com

Japan has recently introduced new digital advertising billboards for a trial run that utilizes exciting new technology that could potentially change the face of visual advertisements. Although it is still in its test phase, the new technology fits billboards with specialized cameras that can read the gender and approximate age of its viewers and tailor the message displayed. This ensures the ad space is being used to its fullest potential and the message is delivered to its intended audience. The project was launched last month with twenty-seven displays in multiple subway stations around Tokyo. Further testing and analytics can take the ads a step further adding another variable for increased accuracy in audience targeting: the time of day. Different demographic groups are more likely to use the station at certain times of day so the available ads in circulation can change for increased precision.

This type of targeting is already being used online with Facebook tailoring advertisements based on the user’s gender, age, and interests, but using cameras could be seen as too invasive. There has been some backlash at Facebook for saving user data for advertising so there are already many ethical considerations surrounding this new technology. The operators claim that the cameras do not record images, they only collate data about the groups it is targeting to improve the system. Depending on how the trial run proceeds, we could soon have these “smart” advertisements in American subway platforms displaying only relevant ads to commuters.

I find this particularly interesting because, besides a few exceptions, billboards have never really changed. For decades they have remained the same, untouched as relics of old-world media before the digitization of advertising. By incorporating new technology it may ensure the lasting survival of the medium or, based on the public’s perception of its potentially invasive nature, destroy the public’s acceptance. With security cameras already prevalent in most major cities this wouldn’t seem like a hard sell for the public’s acceptance, but it may be seen as more surveillance and the next step in an increasingly Orwellian future.

This summer movie season has been riddled with flops and underperforming films. With movies like Knight and Day and Grownups making their run, the only beacon of hope for a decent summer movie is Christopher Nolan’s upcoming Inception. Nolan’s newest offering has been receiving a lot of attention and is the only upcoming movie of the summer anyone seems to care about anymore.

But why? Very few details have been released about the movie’s plot and it is already generating buzz as an award winner. The answer is Inception’s brilliant advertising. In particular, their surreal building-sized optical illusion style billboards recently spotted in New York. Similar to the movie’s trailer, they do not give much away but definitely catch people’s eyes and continue to build hype for the upcoming blockbuster. I think these billboards are great; they are different and bring something new to the table with their optical illusion, three-dimensional look. I would much rather see more creative 3D posters than hastily thrown together 3D movies that have dominated this summer movie season.

According to a recent article, the California Legislature is currently considering a bill that would get the ball rolling to introduce digital license plates. Instead of the stamped metal plates that have always been used, California motorists can expect a digital system that displays their license plate number when the car is in motion. However, if the car stops for over four seconds the plate’s display switches to an advertisement for a product or service. The only reason this seemingly crazy idea is being considered at all is the potential ad revenue for the state (which is currently $19 billion in debt) by drivers turning their cars into small mobile billboards. This could also give drivers the opportunity to customize their plates even further than current vanity plates or plate covers allow. If this happens, California would be the first state to use the technology if the DMV recommends it. Although this could be a potentially dangerous distraction, it would open many new possibilities for ad space. Also, if GPS functionality was added it could allow for location based ads. It will be interesting to see if this bill is passed and if these innovative ads will make it past prototyping. Widespread implementation seems like it would be very expensive, setting up all California drivers with digital plates and what would the ad space be worth if it was on every car?

It is now a common practice for ski areas across the country to boast recent snowfalls and the opening of new lifts. Most resorts will advertise this via their website, twitter account, or in some cases a Smartphone app. These mediums have been proven to be highly effective in reaching avid snow sport enthusiasts who regularly check for updates but not for reaching casual skiers who are actively searching for condition updates.  Mammoth Mountain has used the same strategy but fused it with in an old medium to display their updates to the masses. With David&Goliath, a small L.A. based agency, they have created a series of digital billboards that beckon skiers and snowboarders in the L.A. area to make the six hour trip to the mountain by creatively displaying new snowfall amounts recorded in the past 24 hours. These “Dump Alerts” are displayed on the digital billboards using information from the weather widget on the resort’s website. This is a great strategy that breathes life into an old medium; billboards for ski resorts have not been very successful in differentiating their competitors and providing useful information, most have the same basic taglines that merely state that they are open while this contains a call to action. This new campaign’s goal is to entice consumers with updates in hopes they will impulsively go on a ski trip based on new snow conditions. Although Mammoth is located a fair distance from L.A., I predict this campaign will be very successful, that is if Mammoth continues to accumulate snowfall.