Google to Create Outdoor Digital Network?

Several search companies are creating new analytics programs and features to be able to compete with online giant Google in the search ad forum, but Google may have moved forward without their competitors once again, leaving other search firms in their dust.

by Kristina Knight

Google has filed a patent that could allow targeted, contextual advertising on digital billboards. The application is for technology that would tie local stores' inventory computers to kiosk billboards, ATM machines and other mall and hotel display advertising areas. The billboards would be powered by Google's ad network.

Google isn't the only company interested in targeting the ads in these kiosks to passersby. The Sacramento based SmartSign Corporation says their outdoor video kiosk boards can be targeted according to the radio station playing in cars passing by malls or shopping complexes. The billboards work by tracking the radio station playing inside a car and targeting messages from merchants inside the mall according to the demographic, associated with that station.

Similar kiosk billboards are currently in use, but their use is limited to looped ads or posters of promotions and events. Changing these static displays to more interactive and targeted content would allow merchants to create campaigns based on goods available moment by moment in their stores.

Tags: billboard advertising, contextual advertising, Google, targeted marketing

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