You may still be thinking of billboards as big, static signs. If so, time to reboot that vision, because they are becoming giant screens that respond to their environment.
The latest case in point: a campaign in the UK for Audi. Developed by creative agency BBH and digital-out-of-home production shop Grand Visual, the campaign began earlier this month and continues through this weekend on 211 digital screens in nine cities, including London, Birmingham and Manchester.
The effort is designed to showcase the Sixth Sense technologies that come standard on Audis: the Quattro on-demand four-wheel drive and the Pre-Sense alerts that you are driving too fast or there is a potential accident down the road.