Ad Age has noticed that “out-of-home advertising is drawing a steady stream of marketing dollars even as other forms of traditional advertising lose ground to digital.”  Technology creates the ability to tailor outdoor ads to local consumers.  Here are some of the examples Ad Age talks about:

• A Chicago billboard for Chevy Malibu recognizes cars and runs real times ads saying why the Malibu is better than the car model which is driving by.

• Coors runs billboard ads on transit kiosks which direct people to open Shazam to find out the most song searches in the neighborhood and to direct people to the nearest store with Coors products.

• Anheuser Busch is using geofencing to serve mobile ads to consumers who drive by a billboard.

• Billboards in New York provide real time weather and traffic conditions together with photo tips appropriate to the conditions.

Insider’s take: Making outdoor advertising relevant is good.  Insider would rather see an Orvis ad on a page than an ad for reducing unwanted body fat.  You need to be cautious, however about being too intrusive.  If my phone starts getting bombarded by geofenced mobile ads I may just block them out.  Remember how intrusive the personal ads are in Minority Report?

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