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As you can see, the Nintendo devices are among the leaders in this category after the Xbox, with roughly
100-point scores across the board. As you look ahead to the newer consoles soon to be released, you'll see
huge advancements in HTML5 with Nintendo's WiiU ( ) and Sony's PlayStation Vita
( ), which offers a web browser, application, and another solution to the second
screen experience—much like Microsoft's Smart Glass ( ) .
Digital Signage and Billboards
So, I've been speaking a lot about the indoor living room experience, but let's not forget outdoor. Every day we see
screens fighting for our attention, whether it be driving down the road, in the back of a taxicab, or strolling through
Times Square in New York City. Billboards and outdoor displays are becoming no stranger to the digital landscape,
and in an industry fueled by advertisements, more and more displays are powered by the digital screens. With more
displays becoming digital along with web access, it is becoming cheaper and much more effective to run campaigns to
these media properties.
Think about it—you no longer need to have a person install anything to the site of the billboard, so that cuts
down on operational costs, and because the screen is connected, you can run multiple ad campaigns throughout
the day and even display relevant information such as the recent lottery numbers, closest stores to a nearby exit
ramp, or even the most wanted criminals in the area. Using these media properties from companies such as Clear
Channel ( ) , Adams ( ) , CBS ( ) ,
Lamar ( ), Captivate ( ) , and RGB ( ), you can
tailor location-based and timely advertising to these large screens. Pair this with the idea that users can interact with
the display via a smartphone, and you have previously unavailable creative options. Imagine driving down the road
and noticing that the billboard is detecting how fast you're moving through the beacons implanted in the road. From
there, the outdoor display can show messaging to slow down, to be safe, or that a cop is on the way! Again, these
are just thoughts, but we're not too far off from this becoming a reality and having the ability to tap into this sort of
data from within advertising units. In fact, some emerging companies are taking a web approach to powering their
outdoor displays now. Iadea ( ) develops hardware for digital displays that run on web standards
using SVG, SMIL, and HTML5. With this company and others in the market, you'll be seeing really engaging creatives
around Times Square and other locations very soon.
For an interesting article on the topic of outdoor advertising and web standards, visit .
So, you now know that outdoor screens are becoming more enhanced through digital technologies and the Web. What
would you say if I told you that your car or truck will eventually have a browser? You know, right where your fancy
navigation system is. Actually, some vehicles are already coming with applications such as Pandora Internet Radio
and Google Maps, and they can already make calls, read SMS messages and update your Facebook status for you while
you drive. Soon, you'll see vehicles with browsers, and rest assured that the browsers will have some form of HTML5
compliance. For an advertising model, maybe it doesn't make the most sense to have flashy on-screen ads while a person
is driving, but through the use of technology and various device APIs, you will be able to detect when a user is sitting idle
and perhaps have the ability to advertise. A company called Webinos and the W3C have started documentation on it
( ) and a standardization process. For more information, visit .
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