Making Billboards Digital and Accountable

As most offline media have the limitation of not being accountable and measureable, outdoor billboards can be improved with three simple ideas:

- Make them digital: Since electricity is already connected to billboards for lighting purposed, a new digital screen can easily replace the existing one.

- Go Online: With a simple WiMax adaptor connected to those screens, you can take these billboards online instantly, which helps in managing them through a web interface from anywhere in the world.

- Make it measurable(this is the trick): With a simple speed control camera, you can actually count the number of cars passing by the billboard, and therefore start selling impressions instead of time.

Of course, you can easily argue that you don't know how many people are in each car, and whether or not they look at the billboard.

There is a general average of people per car, and even without knowing that you still know that your campaign received X cars x Y people on average. Also, you can easily assume the minimum of 1 person per car and build the numbers on that. Whether people look or not is next to impossible to measure, and so is the case with online advertising. You cannot know if people looked at an impression or not, but the important thing is that you know that 10 million impressions reach more people than 5 million impressions.