“OUT-OF-HOME” IS TRADITIONALLY DEFINED AS any advertising that we see while outside of our houses, such as billboards or display boards in subways, airports, or movie theaters. The out-of-home sector has also worked to shed its image as purveyors of eyesore billboards by attempting to change their industry moniker to such kitschy titles as “play space media” (which I guess refers to every place outdoors being a “playground”) but also innovating with video billboards. The latter still draw the scorn of regulators because of the distraction to drivers—locally and nationally—but they certainly take advantage of the ever-progressing “jumbotron” television evolution. It is still shocking to see how crisp and true-to-life these large screens are becoming from the roadside boards to those in stadiums. In all instances, the out-of-home marketing and advertising industry has really failed to catapult itself beyond intrusiveness, but there are glimmers of hope, and mobile can help deliver the opportunities.
KeywordsMobile Activation Marketing Material Movie Theater Government Entity Mobile Experience
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