Billboard Archives - Page 3 of 3

Less is More as Consumers Turn to Short Form Content

By emeadows
April 18, 2013

As the shift to mobile devices continues, media including e-books, music and video are becoming increasingly popular when distributed through a “less is more” model. Consumers are gravitating to short form content they find more convenient. Amazon has brought back serial novels for its Kindle, Capitol Records Nashville has debuted at number one with its EP releases, and shorter films such as the 42-minute documentary “Inocente” are drawing viewers and winning awards. Continue reading Less is More as Consumers Turn to Short Form Content

New York Billboard Offers Interactivity, Powered by Twitter

By Rob Scott
August 2, 2011

Jell-O has unveiled a Twitter-powered billboard on the corner of West Broadway and Grand in New York City, enabling consumers to serve as active participants in the company’s advertising.
The billboard features an enormous distorted face that appears happy or sad depending on the number of positive or negative emoticons posted via Twitter.
It is essentially an outdoor physical version of Jell-O’s Pudding Face website, and is paired with a campaign that distributes coupons to cheer up random downcast Twitter users “whenever overall smileyness dips below 50 percent.”
The billboard, from ad agency Crispin Porter + Bogusky, went up last week.

Spotify Sees Early Success with 70,000 Paid U.S. Users

By Rob Scott
July 26, 2011

Billboard reports that Spotify has already reached 70,000 paid U.S. subscribers, one week after the streaming music service’s invite-only launch.
It’s too early to tell what the initial success will mean in the long term since the service’s closest competitors have been on the market for years (Rhapsody and Napster, for example, have more than 10 times Spotify’s number of paid subscribers but took years to get there).
Spotify currently has an ad-supported free option, but also offers two paid tiers that start at $4.99.
Paid subscriptions provide ad-free service, unlimited play time, and mobile device access.
In a recent review, Digital Trends found the service “to be the most well-rounded service out of Pandora, Spotify, and Grooveshark.”
In related news, licensing firm BMI announced it has completed deals with Spotify and Turntable.fm to provide some 6.5 million songs to the online music services.

Immersive Labs Introduces Recognition Software for Targeted Billboard Ads

By Rob Scott
May 4, 2011

Manhattan start-up Immersive Labs is introducing artificial intelligence software created to analyze viewers of digital billboards in order to customize “smarter” messages with targeted ads. The system takes into account age, gender and facial features of passers-by as well as environmental conditions and online data (on a cold day, for example, imagine targeting ads for a hot cup of coffee at a nearby Starbucks). The company has already tested the ads in New York’s Sony Style Store, and has plans for a Hudson News Kiosk in John F. Kennedy Airport.

Facial recognition is not new, nor is the ability to detect the composition of a crowd, but Immersive uses the information to deliver targeted advertising based on these characteristics teamed with online information (such as whether a nearby sporting event has recently concluded). Additionally, the software considers other local data including weather conditions and social media updates from sites like Twitter. It also measures how long someone looks at the billboard. According to Immersive Labs, by collecting data the software actually “learns” and improves over time.

For those worried about the “creepiness” factor, Immersive CEO Jason Sosa explains that mapping facial recognition is strictly anonymous. “We take privacy very seriously,” he says. “The information we’re collecting is purely numerical. It’s nothing that’s going to be identified to any one individual person.”

Immersive Labs emerged from TechStars, a mentorship-driven seed stage investment program.

Related CNN Money 2-minute video report: “These ads know exactly who you are” (4/13/11)

Related Huffington Post 2-minute video report: “At Immersive Labs, Ads Watch Who Looks At Them” (4/26/11)

Related Network Advertising Initiative study: “Study Finds Behaviorally-Targeted Ads More Than Twice as Valuable, Twice as Effective as Non-Targeted Online Ads” (3/24/10)