Jell-O is the latest brand to marry social media and digital billboard technology. The company has installed a billboard, developed by Crispin Porter + Bogusky, at the corner of West Broadway and Grand in New York City. The billboard depicts a face that either smiles or frowns depending on the mood reflected in Twitter, as based on the smiley or sad face emoticons. When the face is frowning the company distributes coupons to the randomly downcast, Adweek explains.
Another example of a social media-DOOH linked campaign is provided by Domino's Pizza, which is posting a stream of online order comments about the company on a digital billboard in New York’s Times Square uncensored, except for a screening for obscenity.
US digital out-of-home (DOOH) media spending will hit about $4.5 billion according to Adcentricity, as it rises about 57% between 2009 and 2013. DOOH spending is predicted to reach $3.08 billion for 2010, an 18% year-over-year increase.
This is projected to be followed by $3.56 billion in 2011 (15.5% YOY), $4.05 billion in 2012 (13.8% YOY), and about a 12% YOY increase in 2013.
