Digital out-of-home video advertising is taking an interesting contextual turn with JetBlue's new installations in parking decks at shopping malls in northern Virginia and Los Angeles. Meant to recreate the visual experience of flying aboard JetBlue, the displays -- installed by Carspaze USA at Macerich's Tysons Corner in Virginia, and Westfield Century City in Los Angeles -- transform the walls of the parking deck into the interior of a plane cabin.
One of the resounding messages of MediaPost's digital out-of-home forum in April was the importance of mobile marketing technology for digital out-of-home measurement. In one widely discussed model, advertisers can measure the effectiveness of their advertising using an SMS text system, inviting viewers to send a short code for coupons, special offers, sweepstakes, downloadable content, or promotional information. A number of big DO networks have started offering advertisers this sort of mobile measurement via collaborations with mobile marketing companies.