Digital Media is the outdoor advertising platform of the future. The leading outdoor media companies are in full research and development mode to deliver the first reliable and profitable forms of digital out-of –home. At recent trade shows Lamar Outdoor Advertising showcased their first digital billboard. Next Media, a smaller firm also showcasing their new digital format plasma based screen for delivering live content and dynamic viewing. In Slovenia, Infinitus-Outdoor has developed a world patented technology for Digital Screens in bus shelters. With strict highway and state laws, the use of Digital Billboards are near, but hundreds of these billboards popping up on your local roadways may take a few years.

There are many digital media formats available today for advertisers. This ever growing segment of out-of-home media can be seen on small screen in your corporate office buildings in elevators. Anyone that visits the Time Warner Building in NYC will be bombarded with close circuit TV delivering live content. In mall locations and movie theaters there are free standing kiosks that have large plasma screens to provide a visually stimulating array of ads. There are many smaller independent companies that are focusing their effort on store locations. Training broadcasts to store employees take place prior to a start of work shifts to inform employees of new products or incentives offered by the brand. Connectivity of these mediums are made possible via broadband or DVD delivery.

When a customer is inside a store location, store incentives are communicated to the consumer with dynamic interaction. This is only one step in the direction of digital media in out-of-home advertising industry. At this time there is a few companies that offer nomads plasma screens. The nomads or commonly referred to a street team carrying back packs with monitors overhead, or on the front of the body. There are two well known manufacturers which offer this technology on t-shirts. This had a great impact at the MTV Music Awards for LL Cool J in Miami, when his street team of women wore shirts that displayed his video on a loop. Often engaging the message delivery of these products is as strong as television without consumer control of the viewing content.

Implementation of Digital Media

A digital advertising display produces a visual appeal with innovation of video, and has the target ability of traditional outdoor advertising. Digital media reflects as being an increasingly significant medium for out-of-home advertising.

Digital media can be discovered in ever-growing locations. These new innovations in outdoor advertising can be seen on large digital video boards found at stadiums, digital billboards, recreational parks, to digital screens in elevators, digital restroom displays in airports, in the back of taxicabs, digital media is an increasingly sought after marketing tool for quick copy change.

Digital media intensifies and strengthens a successful brand campaign and continues to make improvements. With the larger-than-life, eye-catching broad appeal of billboards merging with digital media technology will deliver the impact of television-type advertising. As this new medium innovation continues to evolve in an unfamiliar environment such as outdoor events, there are bounds of applications for the advertisers.

A compilation of digital media related resources can be found on the Great Outdoor Network.com. Many first rate digital media solutions companies are also listed on the OOH site, including a profile of services, campaign photos, case studies, company information, and applications. Great Outdoor Network.com targets the expanding digital media formats available, along with all OOH product categories and companies.


The Great Outdoor Network.com is a B2B network for the outdoor advertising community. Out mission is to bridge gaps of both awareness and communications between outdoor media vendor and the outdoor media buyer. Our association with both of these groups allow us to focus on sharing information and disseminating information for the greater good of the industry. Our insight into the inner workings of out of home is shared to educate and stimulate dynamic outdoor advertising campaigns for the brands that utilize out-of-home. To review all the latest developments in digital media advertising, access the Great Outdoor Network database.

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