Billboards, the oldest and least technology-driven of all advertising media, are now being given an Internet-of-Things upgrade, as brands and media owners look for new ways to ensure proof of
performance. Out-of-home displays have typically suffered because simple things like torn ads or electric lights not being put on at night affect the usefulness of a campaign.
Brands and advertising agencies still rely on people on bikes taking pictures of hoardings to ensure that they are getting what they have paid for. "This has been a significant
problem for the out-of-home industry. Media owners can have as much as 20% of their payments withheld because of issues and brand owners don't have complete satisfaction that they are getting what
they pay for," said Indrajit Sen, CEO of Adwise Analytics. Sen was president at Primesite, the out-of-home division of Mudra and COO of Jagran Engage.Read the whole story at Times of India »
