{"id":1085,"date":"2020-05-16T21:38:28","date_gmt":"2020-05-16T21:38:28","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=885"},"modified":"2020-05-16T21:38:28","modified_gmt":"2020-05-16T21:38:28","slug":"smart-billboards","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/smart-billboards\/","title":{"rendered":"Smart Billboards"},"content":{"rendered":"<p style=\"text-align: left;\">You\u2019re being watched\u2026we all know that the day would come that robots would invade our world. However, it looks like science fiction was being overly dramatic in a lot of horror stories; they never mentioned how profitable the robots would be.<\/p>\n<p>That\u2019s right \u2013 we live in a world where billboards are thinking.\u00a0 They can read you, decide what you\u2019re thinking, and give you the best possible ad. From there, all you can do is grab your credit card. Billboards have been around for a long time, but as technology continues to improve, billboards do, too. With the introduction of augmented reality (AR) and artificial intelligence (AI), we&#8217;re starting to see more and more smart billboards.<\/p>\n<p>Did you know this was an option for your business?<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3035 alignleft\" src=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboards.png\" alt=\"smart billboards\" width=\"800\" height=\"300\" srcset=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboards.png 800w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboards-300x113.png 300w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboards-768x288.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2>What is a Smart Billboard?<\/h2>\n<p>Billboards were installed in London as a test of the technology to see if it was possible for a <a href=\"https:\/\/rubygarage.org\/blog\/augmented-reality-in-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">computer to successfully design the perfect ad<\/a> &#8211; on its own.\u00a0 They had a digital display, and they had a camera inside to read the people looking at them.\u00a0 The first step was to decide what sort of mood the person was in.\u00a0 Then, depending on whether the viewer was happy, sad, or neutral, it would display a different version of the ad.\u00a0 Afterward, it analyzed the responses to measure how successful the ad was.\u00a0 Finally, it repeated the good ads and trashed the bad ones.<\/p>\n<p>Nowadays, we all own some piece of technology that is labeled, &#8220;smart.&#8221; We enjoy smart technology in things like:<\/p>\n<ul>\n<li>Smartphones<\/li>\n<li>Smart TVs<\/li>\n<li>Smartwatches<\/li>\n<li>Vacuums<\/li>\n<li>Cars<\/li>\n<li><a href=\"https:\/\/www.wareable.com\/ar\/the-best-smartglasses-google-glass-and-the-rest\" target=\"_blank\" rel=\"noopener noreferrer\">Smart glasses<\/a> (yes, there are really smart glasses now)<\/li>\n<\/ul>\n<p>And, to an extent, we&#8217;ve already been exposed to smart advertising \u2013 ads that change and optimize themselves over time. You will see these types of ads when you search for a term on Google, when you visit a website and then exit out, and when you&#8217;re on social media. Smart advertising changes depending on how they perform with different audiences that they interact with. What&#8217;s most recent, though, is how this technology has made its way to the billboard \u2013 smart billboards.<\/p>\n<p>Advertising, as it&#8217;s always been, is designed to capture your attention and inspire some sort of action. That hasn&#8217;t changed.\u00a0 What has changed is how technology has evolved from traditional billboards \u2013 and even digital billboards, for that matter. It&#8217;s not as easy to ignore a smart billboard that learns about you over time and therefore adjusts its message.<\/p>\n<h2>The Technology Inside<\/h2>\n<p>You might imagine that they developed some sort of incredibly advanced technology to make this happen, but that actually wasn\u2019t the case.\u00a0 This was put together by the <a href=\"http:\/\/mcsaatchi.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">M&amp;C Saatchi Advertising Agency<\/a>, and they were working with Clear Channel and Posterscope to make it happen.\u00a0 The billboards just had a Microsoft Kinect camera inside, so they were really just using technology that had already been developed for playing video games.\u00a0 Kinect is able to read people\u2019s reactions, so it gets the job done.<\/p>\n<h2>How AI and AR Are Changing Billboards<\/h2>\n<p>Artificial Intelligence has made its way into billboards, which has obviously sparked conversation around the brands using this technology in their advertising. Here are just a few ways that Artificial Intelligence is changing the way brands do advertising (specifically on billboards):<\/p>\n<ul>\n<li><strong>Object recognition<\/strong> &#8211; through AI cameras and sensors, billboards can now detect facial features. This helps them decide whether they think people who are passing the smart billboard are happy or sad. It can determine a certain demographic, as well, telling the difference between ages and genders \u2013 and serving relevant ads in response.<\/li>\n<li><strong>Statistics\/data<\/strong> &#8211; AI cameras and sensors can also give valuable data on billboard areas. Billboards are keeping track of the amount of traffic that the area receives each day, etc. This helps brands determine which areas are best for placing another smart billboard.<\/li>\n<li><strong>Recognition of climate and surroundings<\/strong> &#8211; not only are these smart billboards able to recognize objects, but also things like weather, noise levels, and even cigarette smoke. You&#8217;ve probably heard of the advertisement that &#8216;coughs&#8217; every time it senses cigarette smoke in the air. Other smart billboards can sense if it&#8217;s hot outside and recommend a cold drink or smoothie.<\/li>\n<\/ul>\n<h2><img decoding=\"async\" class=\"size-full wp-image-3036 alignleft\" src=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-technology-billboards.png\" alt=\"smart technology billboards\" width=\"800\" height=\"300\" srcset=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-technology-billboards.png 800w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-technology-billboards-300x113.png 300w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-technology-billboards-768x288.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2>Bahia: \u00a0The Coffee of the Future<\/h2>\n<p>Unfortunately, this whole campaign probably created a lot of angry customers.\u00a0 For the experiment, the advertising agency decided against using a real brand, so they simply made one up.\u00a0 The product was an instant coffee called Bahia, and it\u2019s not the type of thing that usually draws a lot of attention.<\/p>\n<h2>The Evolution of the Ad<\/h2>\n<p>The billboard was only advertising one brand, so it was fairly limited in what it showed.\u00a0 It didn\u2019t promote sports cars to one person, laundry detergent to the next, and allergy medicine to a third.\u00a0 Instead, it was programmed to use a series of different fonts, colors, and styles to see how different people reacted to the plea to buy coffee.<\/p>\n<h2>Why Spying on Your Customers Works<\/h2>\n<p>While the first instinct of many is that this whole idea is kind of creepy, it can actually work to improve everyone\u2019s life.\u00a0 If you remember that the main goal of advertising is to let people know about products or services they want, then this just helps eliminate all the noise on the street.\u00a0 Instead of wasting your time, these smart billboards were able to show people what they wanted to see.\u00a0 Also, since it measured reactions to seeing what people liked and didn\u2019t like, and it can help make higher quality advertising in the future.\u00a0 It\u2019s basically like having a focus group that\u2019s composed of, well, everyone.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-3037 alignleft\" src=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboard-advertising.png\" alt=\"smart billboard advertising\" width=\"800\" height=\"300\" srcset=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboard-advertising.png 800w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboard-advertising-300x113.png 300w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/05\/bMedia-smart-billboard-advertising-768x288.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2><\/h2>\n<h2>Why the Internet Isn\u2019t As Important as We Think<\/h2>\n<p>The internet has become a great place for businesses because it makes it possible to measure things in a way that has never even been remotely possible.\u00a0 A lot of companies have been using it as an excuse to steer away from more traditional forms of advertising media, but this could put a stop to that pattern.\u00a0 Internet browsing history is a great way to build a profile of your customer, but nothing beats walking around town with them and asking them their opinions.\u00a0 If this technology can be in a few bus stops in London, it might not be long before it\u2019s all over the globe.<\/p>\n<h2>This Campaign Doesn\u2019t Invade Your Privacy<\/h2>\n<p>One nice feature about this little experiment is that it was designed in a way that wouldn\u2019t let it cause any invasion of privacy.\u00a0 It didn\u2019t follow the standard internet strategy of storing all your information.\u00a0 Even if it did, it wouldn\u2019t make a huge difference because it never actually knew who it was looking at.<\/p>\n<h2>Time for You to Do the Same<\/h2>\n<p>Do you use similar techniques in your business?\u00a0 Even if you don\u2019t want to go to such extreme measures as this campaign did, are you taking advantage of modern advertising strategies? <a href=\"https:\/\/www.bmediagroup.com\/news\/traditional-digital-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">The marriage of technology and traditional advertising<\/a> is a key relationship in influencing consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re being watched\u2026we all know that the day would come that robots would invade our world. However, it looks like science fiction was being overly dramatic in a lot of horror stories; they never mentioned how profitable the robots would be. That\u2019s right \u2013 we live in a world where billboards are thinking.\u00a0 They can [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1390,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,8,25],"tags":[13,26,16,27,28],"class_list":["post-1085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-billboards","category-blog","category-technology","tag-billboard-advertising","tag-digital-advertising","tag-digital-billboards","tag-smart-billboards","tag-types-of-billboards"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Smart Billboards | bMedia Group | Billboard Advertising<\/title>\n<meta name=\"description\" content=\"Technology in advertising has come a long way. 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