It's not news that digital billboards are the big trend in outdoor advertising, popular with owners and advertisers because they can display multiple ads and target commuter dayparts. But Van Wagner Communications, in addition to creating full digital displays, is adding some innovative forms of digital content to draw attention to its static billboards, essentially creating static-digital hybrids.
Here's a trick question: What's the biggest and one of the fastest-growing digital video advertising platforms? If you guessed online video, you were wrong. If you guessed "enhanced," or interactive TV, you're also wrong. But if you were astute enough to look at the name of this new MediaPost publication, the Digital Outsider, you most likely guessed correctly. Yeah, it's out-of-home.