A developed advertising industry is a characteristic feature of our time. Advertising does not let us get bored. This is her quality, perhaps the only plus, however, for those who are aimed and for whom it is intended. For its creators, it is profitable, as it is the engine of their business.
It is difficult to deny the fact that graphic images of an advertising nature - banners - are aimed at creating a positive image. Nevertheless, each of us - the creator of the advertisement or its consumer - is familiar with the feeling of some tiredness from overloading the information that the advertisement brings to our consciousness. The endless repetitions of one and the same thought, which contains a video clip, a poster, a suit of "walking agitation" on a disguised person or a billboard, often become directly obsessive. And only children are most often delighted with quickly changing pictures or a cheerful disposition of living advertisement carriers dressed in costumes of funny animals.
In order to maintain consumer interest in information that is being promoted to the masses, the advertiser is constantly experimenting. For the past twenty years, the world of offline (that is, traditional, real) advertising has turned out to be somewhat boring. Therefore, one of the objects of the experiment was a billboard, traditionally carrying its information on paper or fabric. Today, this propaganda point has begun to change noticeably, namely, to improve.
Specialists have made advertising “smart” and even intellectually developed. They “taught” their outdoor screens to react to a person, literally, to recognize whoever stopped in front of them or kept his gaze on them. The viewer studies what is happening on the screen, and the screen studies the viewer - and this is not fiction. An example is the fact that science-fiction filmmakers, picking up a fresh idea, showed the episode in the film "Minority Report" in which the banner hails the protagonist by his name. The world-famous advertising company Amscreen very persistently promotes the idea of the reality of such interaction, and not in words, but in practice - on the basis of beta testing over the past year, confidently asserting that this will work. The founder of Amscreen and the legendary British electronics company Amstrad, British baron Alan Sugar is also convinced of this, because the manufacture of billboards and work with the largest European outdoor electronic advertising networks is his life's work. The hour is not far off when more than six thousand Amstrad banner displays, covering 50 million people, will be equipped with a video camera with special software, and these people will be “under the hood”, and the billboard will give way to an interactive screen. Even today, the screen is able to "read" people's faces (to study the proportions of the face),
determine gender, age, nationality, evaluate the degree of interest of a person
in the presented content. The installation of billboards promises speech recognition by the keywords selected from the conversation. What are the prospects for advertisers!
Today, outdoor advertising - from the pillar to the superboard - is amazing with its tricks: it glows, moves, makes sounds and even smells. Fragrant shields excite not only interest, but also appetite. Neither the season nor the weather affects street advertising. Modern advertising structures are being improved taking into account rebranding, equipped with high-tech components, external elements - extenders, converted to uni-poles with mandatory lighting, dynamic superboards (prismboards or prismatrons, slide drums) and supersites with the effect of “three-way”, which makes advertising information even more intelligible, bright and original. Is everything so smooth in advertising? Of course not. An advertising point in the form of a billboard sometimes becomes a cause of controversy about its location and even manifestations of bureaucracy or corruption schemes. Surely you noticed that the city of Moscow is successfully getting rid of annoying advertising in the form of stretched banners in various places - on the walls of houses (firewalls), on fences, on the side of roads without any consideration of technical regulations. But it is hardly worth hoping for the complete disappearance of street advertising as the most powerful channel for perceiving information - a highly competitive market just will not give up. In this protracted confrontation, apparently, she still wins the victory - advertising.