Signs of the Times - March 2013 - (Page 38)
THE MOVING MESSAGE
By Bob Klausmeier
Digital-display consultant Bob Klausmeier brings 34 years of
firsthand, professional experience to all digital-sign markets.
You can reach him at bob@klausmeierassociates.com.
Software Applications from the World of Outdoor Advertising
Conditional messaging, social media and inventory-link systems
In my previous column, I discussed both the outdoor-advertising
business and various contributions
made to the digital-display industry
because of new digital, outdooradvertising initiatives. These topics
are near to my heart, as I was
personally involved as electronic,
outdoor advertising blazed a trail
into the mature billboard industry.
The knock on billboard advertising
is its consistent staleness. The perception is – and was – that once
you see an ad, you have the message.
All subsequent views have less
impact. When LED-arrayed displays
became available, and the related
technologies for content creation
and message distribution matured,
the sudden opportunity to present
dynamic messages occurred.
I realized from the start that outof-home advertising potential existed
for any businesses positioned where
a digital display could be installed.
Arguably, a business possessing its
own digital display has an advantage
photos by Jeff Russ
over a firm advertising on a generaluse digital billboard, because a
business owner’s proprietary display
– and its advertising – is positioned
to quickly initiate action from
passers-by.
In direct response to its unflattering
perception of staleness, outdoor
advertising appears to be infatuated
with “conditional messaging.” This
new programming feature allows
LED-arrayed, digital-outdoor displays began with scoreboards, but the technology soon
moved to billboards and spectaculars. Now, more than ever, retail businesses can easily
acquire LED-arrayed, “digital displays.” And, as the stadium-fence photograph reveals,
portable, digital displays equipped with user-programmable-message software have also
become commonplace.
38 SIGNS OF THE TIMES / MARCH 2013 / www.signweb.com
an active display to “contact” a linked
website and grab any in-place,
updated information, i.e., a new
message with up-to-the minute content that was stationed for subsequent
display. With this feature, outdooradvertising displays have systematically leapfrogged from stale to
just-in-time media.
Conditional messaging recognizes
that modern businesses sustain
active websites with continuously
updated information. Given that
such updates link to a website’s
particular field, the billboards’ remote,
display-search program can reach
into that field for keyed updates to
present at regularly set intervals.
For example, a lottery organization
may change its jackpot payoff at
midnight on Wednesdays, and a
digital sign’s linked operating software could be programmed to
contact the Lottery website a few
seconds after 12:00 a.m. on Thursday,
to search the appropriate field and
find and report (via the correct field
on the display face) the revised total.
Or, a car dealership’s website
and digital sign could feature a
car-of-the-day special, but, as soon
as the car sells, a program (or staff
person) updates the dealership website. Properly equipped, a digital
display’s software could recognize
http://www.signweb.com
Table of Contents for the Digital Edition of Signs of the Times - March 2013
Signs of the Times - March 2013
Contents
ST Update
Smart Inking
Technology Update
Vinyl Apps
Strictly Electric
Lighting Techniques
The Moving Message
Technology Review
Technology Review
Design Matters
New Products
ADA: One Year Later
The Supergraphic Connection
ISA Sign Expo 2013 Preview
Compensability and Valuation of Billboards in Condemnation
Industry News
Advertising Index
Editorially Speaking
Signs of the Times - March 2013
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