Outdoor advertising and the billboard as its most prominent representative has gone a long way since 1850 when it appeared for the first time. Today it is still an important part of the media mix with an increase of investments in it. It’s a medium with a rich history but a challenging future as well which has a lot to do with the adoption of modern technologies that have made a grand entrance into all spheres of advertising. Outdoor advertising will still be relevant precisely because of its ability to transform itself from a static, monolith poster to an interactive medium, with digital billboards as just the beginning – contextual advertising, multisensory messages integrating all five senses or gesture-based advertising reacting to movement will turn the billboard into our smartphone’s best friend.
Siniša Waldinger, Creative Director, Bruketa&Žinić OM
Part of this text has been published in the business weekly Lider.