Drive down Sunset Boulevard and you'll see a video billboard advertising a hybrid SUV.
It is interesting that you press a button on the dashboard that instantly downloads a lot of information into your handheld.
At the Beverly Center, you stroll through an advertising booth that senses your gender, approximate age, and personal style, and then flash ads for a store that suits your population.
In the endless process of waiting for the elevator in Century City building, you pass the time by reading the newspaper ---ads and all--
An electronic ink board mounted on the wall.
These scenes may appear on billboards around you faster than you think, thanks to the technology that makes outdoor advertising more compelling --
Grab, interact more, be smarter, and definitely more on your face.
Now, the video board has changed the face of Los Angeles. -
There are three points on Sunset Avenue, one of which is located on the office building near West Avenue on county Avenue.
At the intersection of La Brea and Santa Monica Boulevard, currently a visual yawn in a location, the goal is to get a video billboard as part of a new entrance to West Hollywood.
Also, video-
Projection ads on both sides of buildings around the city are popping up, and Hollywood's ongoing facial planning --
The elevator includes suggestions for video movies Marquis and neon signs on the roof.
When we were bombarded with advertising images, the prosperity of the board was happening ---
Some say 3,000 people a day.
Driven by the creation of attention
Even in the advertising world, the March to develop new forms and formats continues: * LED billboards (
Like those on Sunset Boulevard. . Using light-
LEDs, their colored moving images look like videos that can be viewed during the day or at night.
The board can be displayed completely-
Motion images or rotating a series of static ads, which are often preferred by outdoor advertising companies because they don't require a few seconds of attention.
Images can also be adjusted by computer to adapt to changing target audiences ---
Commuters, cruisers and clubs during driving hours
Hopper for the evening, family for the weekend.
* Interactive outdoor advertising.
These provide information that can be downloaded to PDAs;
In Manhattan, a company called street beam has set up 100 street.
The horizontal pavilion in the financial district allows pedestrians to download information from various companies.
Among them is Sotheby's auction schedule, which the company reports has downloaded 250 times from 10 kiosks in a month.
Jim Orman, vice president of global marketing at Sotheby's, thinks the trial is promising: "Of course, I would love it if it was 2 million, but it's very unrealistic.
"He said he believes the company has reached the target audience and will use the strategy again. * Rolling ads.
Century City shopping centers and others have shown posters rolling within the framework, and the technology may be used on billboards as early as next year.
* Electronic ink.
This emerging technology is expected to be more adaptable than ink on paper, but there may be a similar look.
The ink is printed on a plastic film that is laminated to a layer of circuit and then a pixel pattern is formed.
These capsules are suspended in liquid "carrier media" and can be printed using an existing screen
Printing process of almost any surface including glass, plastic, fabric and even paper.
At present, it is mainly used in the field of e-commerce.
Book, but it is being testedstore displays.
There is still more than a year to apply this technology to billboards, said Jeff Sandgren, marketing director at Cambridge, Massachusetts. -
Headquartered in E Ink
* Video projection.
Although this is natural for advertising, especially in Los Angeles. A.
So far, commercial building walls are rich in space, and the cost is almost prohibitive.
Thanks to the New Hollywood, this may change soon.
Firefly imaging based
A branch of Angstrom stage lighting
Firefly imaging designed a new, less
Expensive projection systems also generate less heat and are therefore more efficient. * 3-D billboards.
Although these technologies are not cutting-edge technologies, they have also been promoted by new technologies.
Atomic props effect Co. , Ltd. , a Minnesota-
Headquarters Company producing 3-
Thanks to the new lightweight materials and computer activation of the rising cap, the D-board is able to make a giant mobile Miller beer bottle on Sunset Boulevard.
However, it is impossible for Los Angeles to become a "silver wing killer" overnight, and the bleak scene of the city's skyscrapers has turned into huge video screens and floating billboards, moving silently throughout the city.
The spreading nature of LA.
Our addiction to cars may never get us as close to this place as Times Square, which already has huge video boards, LED signals, multiple neon images and scrolling text logos.
Still, the future of billboards in Los AngelesA. is a hot topic.
On last December, the City Council voted to ban any new board of directors, but it is considering a proposal to remove some of the existing planks within the block, and allow outdoor advertising companies to post new planks next to the city highway.
Although new development projects may apply for signage, there is no precedent for the transformation of existing static boards into video boards.
The ban does not prevent outdoor advertising companies and advertising companies from speculating about how billboard technology will eventually change the city's environment.
They agree, however, that while it may be delayed a bit in the future, it will eventually be here.
"The new form will move, twitch, and twitter here;
They will have laser projection and sound, and all sorts of things will happen, "co-founder and co-
Creative director of Goodby Silverstein & Partners
Famous San Francisco-
Advertising agency responsible for "milk?
"Advertising, a very successful campaign based on two words and clever images.
"If it can catch anywhere, it's L. A.
Because everyone is in the car, this is a great place for outdoor advertising.
It was accepted and a bit accepted.
"Goodby found these disturbing planks" attractive canvas.
I think there are ways to make these things tempting but not annoying.
"Despite this, not all advertising executives are racing to book their latest highs --
For their customers, many of them prefer to be cautious about what's going on in the industry.
Candice Chen, deputy director of Venice
Keep abreast of new developments based on TBWA/Chiat/Day, but do not see new boards suitable for each client: "It depends on individual clients, their goals, their creativity, how much risk they are willing to take
"Advertisers" are so eager to get rid of the mess that they will push the envelope from the most watched --
Warren Berger, author of today's advertising, said (
Feton Publishing House, 2001).
"The general revival of billboards. . . .
The feeling of the past is that you are just passing a billboard on the road and you have a better chance on TV.
Now, people already have the ability to shoot advertisements, and billboards cannot be photographed.
"Flashy and moving images attract people's attention, but can they catch it? A full-
Sports advertising can require 5 seconds of attention, which is a big requirement for pedestrians, and even more so for drivers, distractions can be fatal.
So far, it's so good on this street: Lt.
Buddy Goldman in Los AngelesA.
The West Hollywood police station, which patrolled the boulevard, reported that since the first video board appeared here in 1996, the media "never became a contributing factor to any traffic accident on Sunset Boulevard.
"Going to the country, especially in the suburbs and rural areas, will also be a test of new forms of street advertising.
At present, the cost of this technology makes it almost entirely in the deep sea field.
Companies like Nike, Apple and Coca-Cola make money.
Coke, but no one knows the high as the price goes down
The technical committee can land.
"I suspect they won't be blocked until they occupy the landscape to the point where people feel they are in trouble," Goodby said . ".
"People will say it out loud then.
But I don't think there's anything to stop it.
"The rough timeline for the emergence of new technologies makes it difficult for us to predict when to start seeing high technologiestech boards.
It was said that the interactive billboard appeared just six months later;
Skeptical people say they heard the prediction two years ago.
City regulations may continue to move or interact with boards over the years.
Diane Cimine, executive vice president of the Outdoor Advertising Association for Marketing.
In the United States, it is not believed that flat static boards are in danger of extinction: "Each of these applications provides a unique anchor for movement in an unforgettable way.
The wave of the future is not the replacement of regular billboards.
This is an enhancement, an additional effect.
"The old and new ideas of billboards are being integrated into the ongoing renovation of the Hollywood Entertainment District, an 18-
It is located in the Hollywood Avenue block between the Labrador Avenue and the Gore Street.
Paul Preza, principal of Culver City
Design & Construction Company Susman/Prejza & Co.
Responsible for signage in the area;
His proposal included re-introducing the roof neon sign, such as the brilliant days of the area in 1920 and 1930s, placing the sports LED board on the Marquis of the theater (
Income will help subsidize the theater)
Place high walls on blank walls
Provide their own display for companies that occupy at least 12,000 feet of office space.
"A variety of different technologies will enrich it," Prejza said . ".
Who knows what we will have in the future? -
Maybe a holographic image floating in space.
"But when is enough?
Prejza says the focus on entertainment in the Hollywood area has made it hightech signage.
"Hollywood Boulevard is a scenic avenue, it has to be rhythmic," he said . "
"You have to be excited and then there is a moment of calm.
A city is clearly more than advertising.
Advertising, he argues, is just "a way of communicating, and if those who advertise communicate well and don't get people disgusted, it can avoid overloading.
People still believe this is a fascinating place, part of which is trying to bring back some charm.