Interactive Guerrilla Billboards
Context-Aware Human-Controlled Billboard
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This Belgian billboard for Ford reacts to people around it and is controlled by an actor hidden in the vicinity. The campaign is created by Ogilvy is can be viewed here.
-- AdFab, Adverblog
Interactive Guerilla Billboards
Erin Hines
Seminar In Marketing

To fully understand what interactive guerilla billboards truly are, one must understand guerilla marketing. Guerilla marketing is a form of marketing that is nontraditional and relies on time, energy, and imagination. The main focus of guerilla marketing is that it is unexpected and unconventional which leads to generated buzz and viral marketing. A good example of guerilla marketing is intercept encounters in public places, such as giveaways. The days of guerilla marketing has turned digital with today’s technology. So imagine a type of marketing that is unconventional and unexpected and combine it with a billboard, and thus it has created interactive guerilla billboards, which can also be called digital billboards. These types of billboards try to make consumers have a stronger feel to the brand and a more connection to the product. Unlike traditional billboards, today’s billboards offer more variety when it comes to advertising. A company can purchase a digital billboard spot for a single day, or a couple of hours instead of making a commitment for weeks at a time. This has also allowed companies to target different markets they would not typically be able to connect to. According to a recent study by Arbitron, a media research company, nine out of ten people notice the advertising copy on digital billboards some or most of the time, and nearly two out of three find digital billboards to be a cool way to advertise and recall for specific brands hit 50% for some advertisers. The point of doing unconventional marketing such as interactive billboards is companies are willing to take the risk of creating something people are not use to seeing. The results are people talking about their product and creating buzz, and this has worked for both positive and negative campaigns. The strengths of interactive billboards are that it also allows them to continuously change their message to tailor their target market better than a traditional billboard. Also the way people are receiving their messages have changed drastically in the past ten years, newspapers, radio and television ads are on a sharp decline, and it is not just companies wanting to sell their products that are starting to look digital. The weaknesses of interactive billboards are the overall cost. Billboards price depends on five different variables: size, power, reliability, portfolio, and training. The opportunity interactive billboards have are to become more widespread around the United States. The threat for interactive billboards is regulations against billboards.