The one big advantage online advertising has over billboard ads is: tracking opportunities. Publicis Israel and e-dologic have found away to track billboard advertising and merging billboard with social media.
Through an application users could post their messages to digital billboard. The billboard equipped with a Facebook-ish “Like” Button permitted people to “Like” the post.The persons with the most “Likes” received a load of swag.
This generated interaction between the passengers and the billboard. The digital user had an incentive to spend his time on the application and all in all the billboard ad could be tracked. It would have been great to see the faces of the people who read a message to offer an even higher social experience.