“..Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and tv ads are holding their own (see chart).
Such out-of-home (ooh) advertising, as it is known, is expected to grow by 3.4% in 2018, and digital out-of-home (dooh) advertising, which includes the lcd screens found in airports and shopping malls, by 16%. Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.
Billboard owners are also making hay from the location data that are pouring off people’s smartphones. Information about their owners’ whereabouts and online browsing gets aggregated and anonymised by carriers and data vendors and sold to media owners. They then use these data to work out when different demographic groups—’business travellers’, say—walk by their ads. That knowledge is added to insights into traffic, weather and other external data to produce highly relevant ads. dooh providers can deliver ads for coffee when it is cold and fizzy drinks when it is warm. Billboards can be programmed to show ads for allergy medication when the air is full of pollen.
Such targeting works particularly well when it is accompanied by ‘programmatic’ advertising methods, a term that describes the use of data to automate and improve ads. In the past year billboard owners such as Clear Channel and jcDecaux have launched programmatic platforms which allow brands and media buyers to select, purchase and place ads in minutes, rather than days or weeks.
Industry boosters say outdoor ads will increasingly be bought like online ones, based on audience and views as well as location. That is possible because billboard owners claim to be able to measure how well their ads are working, even though no ‘click-through’ rates are involved. Data firms can tell advertisers how many people walk past individual advertisements at particular times of the day.
Advertisers can estimate how many individuals exposed to an ad for a Louis Vuitton handbag then go on to visit a nearby shop (or website) and buy the product. Such metrics make outdoor ads more data-driven, automated and measurable, argues Michael Provenzano, co-founder of Vistar Media, an ad-tech firm in New York…
The outdoor-ad revolution is not problem-free. The collection of mobile-phone data raises privacy concerns. And criticisms of the online-ad business for being opaque, and occasionally fraudulent, may also be lobbed at the ooh business as it becomes bigger and more complex…”
— The Economist
Read entire article
Photo: Leah Powell
“Practically on the eve of its 50th anniversary, the Murray Hill Library will be renamed the Bill Brinton Murray Hill Branch Library in honor of the late William Brinton, an Avondale attorney who spearheaded an effort in 2014 to create an independent library district and was the founder of three Friends of the Library organizations for the Murray Hill, Brentwood and Dallas Graham branches.
The legislation renaming the neighborhood library is just one of many honors Brinton achieved in his lifetime as a preeminent expert on the subject of City Charter amendments regarding billboards, City Council term limits, and the preservation of and/or mitigation for the removal of protected trees during development projects. A shareholder with the Rogers Towers law firm, Brinton passed away June 19, 2017 after a six-month battle with lung cancer.
‘Bill did so much to promote our Friends of the Murray Hill Library and advocate for public libraries. His father Harry Brinton’s name is on the faceplate on the front of our Murray Hill Library since he was Library Director when the library was built in 1968, but his son Bill Brinton’s name will always remain in our hearts for his continuing work to support it,’ said Judy Klein, a member of the Friends of the Murray Hill Library board of directors…”
— Editor, Resident Community News Group
Read entire article
Photo: Marianna Faiello/WUFT News
“Signs in colors ranging from the patriotic red, white and blue to eye-catching yellows, oranges, greens and more. You can’t avoid seeing them this time of year, especially with an election on Tuesday.
‘It’s ugly,’ said Alachua County Commissioner Mike Byerly. ‘They’re everywhere…’
While it’s permitted for signs to be placed anywhere on private property, the public’s land cannot be used for advertising purposes, political or otherwise. And this includes rights-of-ways — areas of publicly-owned land maintained in and around public streets.
A county code prohibited citizens from removing signs illegally placed in rights-of-way because it was state property. The responsibility of removal was left to public work crews — until recently.
Right-of-way sign placement became the focus at a recent board of county commissioners’ meeting. By the time the meeting was over, changes were made to an ordinance that limited the removal of signs.
The changes are now in effect.
Now it’s legal for regular citizens to remove right-of-way signs and destroy them.
The board of commissioners also changed the code to define illegally placed signs as abandoned property and trash so that public work crews can throw them away. Before, crews had to bring such signs back to a holding facility.
Byerly worked with Corbin Hanson, a county attorney, to change the ordinance’s wording so that anyone can remove signs that are placed illegally — meaning placement that doesn’t meet the city, county or state standards set by the Transportation Department…”
— Marianna Faiello,WUFT
Read entire article
Photo: Jim Little, Pensacola News Journal
“Urban planning expert Jeff Speck told the Pensacola City Council on Thursday that creating and executing the right master plan for Community Maritime Park could ‘turn the corner’ on the revitalization of downtown Pensacola.
The City Council tapped Quint Studer and his company Studer Properties to develop a master plan for the remaining seven undeveloped parcels of the park. The master plan would also tie into the development of the former Emerald Coast Utilities Authority site that Studer owns, and connect that site and the park to the public water access at Bruce Beach…
Speck said the biggest challenge to developing any good plan to create a vibrant and walkable urban environment is how it conflicts with city codes that were written for a more suburban community.
‘It’s legally impossible almost everywhere in America to do that because the zoning ordinances and subdivision ordinances that most cities have are imported from suburbia,’ Speck said. ‘They’re auto-centric. They’re organized around an automobile, and they don’t let you build the kind of places we love…'”
— Jim Little, Pensacola News Journal
Read entire article