It has always been hard to ignore billboards, whether you want to or not, which is part of the reason the industry has not been as hard-hit as some other media during the economic downturn. Now due to technology, it may be even harder to ignore them. The growth of digital billboards (and other out-of-home advertising vehicles) may actually lead to consumers wanting to seeand even to interact witha medium that many would like to see go away. Digital billboards are attracting attention around the world, for a variety of products, services, and causes.

To increase awareness of its international travel services, Delta Air Lines combined digital advertising with other traditional media. Working with a data aggregation company, Delta was able to identify where and when specific demographic consumers would see the outdoorads, andplaced its messages along the routes they traveled. The campaign resulted in more than a 28 percent increase in awareness of Delta as an international carrier. Among business travelers, the number who considered Delta as having flights to where they wanted to go internationally rose to 26 percent, and those who said they were likely to recommend Delta for international travel to others rose 61 percent.

Digital signs are used in a variety of settings as well as for a variety of purposes. The Dallas Cowboys football team uses digital signage to post the scores of the game as fans leave (at least when they win!), and the Tampa Bay Performing Arts Center uses them to enhance the visitors' experiences as they enter. LG, Verizon, Bank of America (BOA), and General Motors have used indoor digital signage to advertise for years, and BOA has used facial recognition to identify customers to target for specific services.

Digital signage companies have recently become integrated with social media like Flickr, Facebook, and Twitter. For example, a number of bars now have social media-enabled screens that they use to stage interactive games that allow customers to text answers to the displays, as well as send tweets or text messages to others in the bar (so long as they are appropriate content-wise). Tweets of specific menu or drink recommendations pop up on the indoor screens instantaneously. The Independent Coffee Network has also used Twitter and Flickr to catch the attention of customers in its stores, finding that it is effective in increasing engagement among the customers.

The FBI has also used the new billboard technology. As a result of a free public service provided by Clear Channel Outdoor, a 30 40 digital billboard in Times Square displays fugitives wanted for crimes in the New York area, resulting in thousands of exposures. The billboardannounced on the Today Show and seen by millions of viewerscan also be used to help rescue kidnap victims and provide high-security messages. Unlike traditional billboards, the messages can be posted or changed at a moment's noticeoften right after the event occurs. Three other organizations have joined the effort, resulting in now over 1,500 billboards in 40 states that have already led to the solving of at least 30 cases.

Both Intel and NEC have developed digital billboards with a camera inside that can identify shoppers' age and gender as they walk by or stand in front of the display. The Venetian Resort in Las Vegas uses the technology to tailor suggestions for restaurants, entertainment, clubs, and so on. Kraft Foods and adidas have also experimented with facial recognition capabilities.

But not everyone is happy with this new technology. Privacy advocates are concerned that companies will collect data from persons without their knowledge or permission. The Electronic Privacy Information Center claims that the technology has the potential to violate one's civil liberties and violates the First Amendment. Both Facebook and Google have facial recognition capabilities but claim they don't use them. Or do they?

Q1 : What are the new advertising approaches mentioned in the case study?

Q2 : Which of the mentioned advertising approaches you evaluate to be more effective and why?