Hijacking the urban screen: Trends in outdoor advertising and predictions for the use of video art and urban screens

Raina Kumra

Abstract


By tracking the use of non-traditional forms of outdoor advertising in static media there is a strong indicator for time based media (video, animation, interactive and generative video arts) to take a leading role in broadcasting art while serving the goals of the corporations that own these screens. Apart from the initial use of the "video billboard" in commercial and advertising based applications, the city is responding to its new media skin with more creative and interactive executions. Case studies in this paper document some of the first experiments utilising video at the urban screen level and show how the press and public relations value of these projects is more beneficial to the advertiser and the community than spending on traditional advertising.

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DOI: http://dx.doi.org/10.5210/fm.v0i0.1552



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