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07 NOVEMBER 2015

Google trials DoubleClick enabled virtual out-of-home advertising

"Google has begun testing extending its DoubleClick ad technology beyond desktop computers and mobile phones to billboards.

The company is trialing a method for premium billboard ads to bought programmatically — using DoubleClick's automated processes, rather than having to manually place an order with an outdoor advertising company upfront — for the first time. ...

The idea is that passers-by will see the most relevant ads for the time of day and location they are in. If the passing audience isn't the right one to show an ad to, then the technology opts not to serve an ad.

Google's trial began earlier this month in London and will run until November. The ads are being served to premium digital screens in transport, roadside locations, and city centers across the UK. Google has bought the advertising placements upfront and is using DoubleClick to decide which ads for which of its brands are most appropriate to serve at particular locations and to determine the best time of day to display them."

(Lara O'Reilly, 30 October 2015, Business Insider)

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TAGS

2015 • ad tech • ad technologyadvertising billboardsadvertising screensambient intelligenceautomated messagesbillboard • Business Insider Inc • Co:Collective (agency) • context awarenessdigital advertisingdigital advertising screensdigital billboardsdigital out-of-homedigital screensdigital signs • Essence (agency) • Euston Road • Google DoubleClick • Google Media Lab • GrandVisual • hypermediacyJCDecaux • London Waterloo Station • Ocean Outdoor • Old Street roundabout • OMD UK (agency) • OOH advertising • OOH media • OpenLoop • out of home advertising • out-of-home (OOH)outdoor advertising • Outdoor Plus • passer-bypervasive advertising • programmatic billboards • programmatic out-of-home advertisingproof of concept • R/GA (agency) • real-time advertising • Rubicon Project • Silicon Roundabout • Talon (agency) • targeted advertising • Tim Collier • TubeMogul • ubiquitous advertising • Vauxhall roundabout • virtual outdoor advertising • Xaxis

CONTRIBUTOR

Simon Perkins
10 MARCH 2014

Waterloo Motion: 40x3m, 6mm pixel high-definition screen spanning length of Waterloo station concourse

"Automotive giant Audi took a turn into the sign industry recently after serving as the launch partner of Waterloo Motion, the UK's largest indoor advertising screen that is located in London's Waterloo railway station"

(Rob Fletcher, 27 Feb 2014, SignLink)

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#AudiWaterloo • 2014 • ABC1 • advertisingadvertising in public spacesadvertising screensAudi • Audi Dashboard • BBH London • brand message • branded content • concourse • dashboarddigital billboardsdigital screensdigital signagedwell time • Grand Visual • high-definition screen • indoor advertising • JCDecaux • Kristian Dean • London • London Waterloo • Network Rail • on-screen conversations • One day in the life of Waterloo • rail advertisingrailway advertisingrailway station • real-time information • real-time visualisation • Spencer Berwin • train stationUK • Waterloo Motion • Waterloo station

CONTRIBUTOR

Simon Perkins
05 JANUARY 2014

Interactive billboards that drop angels on your head

"There you are in the middle of the city, traffic all around, planes buzzing above and you notice a little boy on a giant screen pointing up. 'Look,' says the boy. And you look, and the on–screen boy is pointing at an actual plane flying in the sky. He knows its flight number, its destination. This is no joke. That is flight BA475 from Barcelona! He tracks its path with his little hand, and then, when the plane is gone, he dashes off. This is a British Airways display ad in London's Piccadilly Circus, and it's using to identify actual planes in the actual sky.

Digital billboards are stepping up their game. They are becoming . There's another stunning example at Euston Station (also in London) that shows a man furiously screaming at a woman who is clearly frightened. But you can help. If you have a cellphone, you can yank the man clear across the station, dragging him from screen to screen to screen until he's way on the other side of the terminal.

I've got one more. This time it's a fantasy experience available to anyone who steps into a marked spot in the middle of Victoria Station. (London's a happening place for billboard experimentation.) Once you're there, a holographic angel drops down from heaven and lands beside you. You can't see her in real space, but you and she are plainly visible on a screen that everybody in the station can see, and you are free to interact anyway you please."

(Robert Krulwich, 04 January 2014, NPR)

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TAGS

2014advertising in public spacesaeroplaneangelawareness raisingbillboardboy • British Airways • cellphonecreative advertising • cute girl • digital billboardsdigital displaysdigital screens • display ad • domestic violence • e-motion screens • Euston Station • experience design • fantasy experience • flight number • flying • frighten • furious • get involvedholograph • interactive billboard • interactive digital displayinteractive displayinteractive installationinteractive screen • intervene • JCDecaux • London Victoria • Lynx Excite • manmobile phone • National Centre for Domestic Violence (NCDV) • NPROgilvy Group UK • Piccadilly Circus • pointing • public spacescream • screen to screen • sky • surveillance technology • train station • Victoria Station • visual communicationwoman

CONTRIBUTOR

Simon Perkins
19 SEPTEMBER 2005

The War On Terror and other conservative catchphrases

"The word terror activates your fear, and fear activates the strict father model, which is what conservatives want. The 'war on terror' is not about stopping you from being afraid, it's about making you afraid."

(George Lakoff, 2004)

George Lakoff (2004). "Don't Think of an Elephant: Know Your Values and Frame the Debate", Chelsea Green Publishing.

[George Lakoff uses the metaphor of the family to explain contemporary American conservative politics. He draws a distinction between a strict father model and a nurturing parents model. He believes that George Bush and his conservative cronies evoke the strict father model as a mechanism for enforcing control and reframing debate around issues of security and self–interest. The conservatives in Australia appear to be following a similar line – evident in their anti–terrorism campaign, played–out through television advertisements and train station billboards.]

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2004appeal to emotion • argumentum ad metum • argumentum in terrorem • Australian Liberal Partyconservative catchphrasescontrolexploiting fearsfear mongeringGeorge LakoffGeorge W Bush • Help Protect Australia From Terrorism • JCDecauxlinguisticsnurturingrhetorical fearRockridge Institutescare tacticsscaremongeringsecurityself-interestspreading of fear • war on terror
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