OUTDOOR/AMBIENT: BOUNDARY BUSTERS - Outdoor advertising used to consist of billboards. Pippa Considine looks at the plethora of formats now available

LED SCREENS: Bringing new standards to the famous ads at Piccadilly

Circus, these screens, which are in landmark sites across the country,

are usually one-offs. They can be linked to an ISDN line which updates

as required - hence being known as 'electronic ink'. Transvision is one

example - a 48-sheet screen at Victoria Station, launched in February by

Maiden Outdoor and Dynamax. Home Night Club is another. This Leicester

Square LED screen shows about ten minutes per hour of ads.



TAXI ADS BY SATELLITE: A new form of ads on moving vehicles where you

can book space to change while on the move. Barnett's Taxi Advertising,

together with UDO-dayton and Lucas Navigation Systems, hope to have

sorted something in the next two years which changes ad panels on the

cab via a web browser on the roof.



LENTICULAR POSTERS: These 'moving' posters which seem to play tricks on

the eye are particularly good for transport. They are, however, heavy on

production costs as they need to be moulded in glass-reinforced plastic

by individual design. Advertisers such as Npower (through Posterscope)

have used them to great effect.



'SCROLLING' POSTERS: New developments mean that the images on your good

old-fashioned billboard might be changed for different parts of the day.

So, at lunchtime a scrolling poster could show an ad for McDonald's,

switching in the evening to a drinks brand. The format is still in the

process of refinement, but is one to watch.



FIRSTLIGHT CAROUSELS: If scrolling posters are too inexact a science for

an advertiser, look no further than another multiple unit from the

poster company Firstlight. Each of its 12x7ft units takes up to 12

posters. It is programmed to show any of these posters for the desired

number of hours and, if the thing gets jammed or goes out of kilter,

it's linked to a phone line which lets the operator know.



PORTABLE PROJECTIONS: There's a new breed of high-powered projectors

which can beam high quality images on to buildings or into the sky. As

well as leaving behind the underground, flea-bitten look of projected

images, these machines can also travel. Brands such as Cadbury's Wispa,

the BBC and Marmite have already signed up to the technology.



CROSS-TRACK PROJECTION: Ear-marked for this year, bringing the movies to

an Underground station near you, this is a TDI initiative. Live trials

are planned for the autumn which will see images projected above the

heads of waiting passengers on to large format sites on the opposite

walls. There are plans for 400 sites in five years' time.



AIRPORT/STATION PROJECTION: Outdoor Evolution has designed a system of

projection which can be updated via a computer at the touch of a button.

It's already in several airports, stations and similar hubs of

activity.



TRAFFIC CONTROL BOXES: A jazzed-up version of these otherwise rather

drab boxes found at road junctions. Crossover Media is trialling the

technology giant Siemens' lighting design at the moment and hopes to

light up another bit of our street 'furniture' to the tune of 10,000

panels. Future designs for the boxes aim to accommodate electronic flat

screen ads.



OUTDOOR INTERNET: In the form of kiosks, mostly at bus stops or

airports. The idea, brought to us by the More Group, is that you can use

touchscreens installed in the kiosks to get to tourist-friendly

websites, and at the same time take in ads running on the web. New media

meets outdoor.



PLASMA SCREENS: A smart version of the good-old TV. This means that you

can get slick moving images on to screens of all sizes in a variety of

places. A couple of examples follow.



VIEWLOOS: These bring TV into the bathroom, courtesy of the ambient

specialist Captive View, which has fitted small plasma screens above

hand-driers in select washrooms in various clubs and bars across the

metropolis. First users include Poster Publicity's booking for the

launch of the Ally McBeal video.



LONDON BUS SCREENS: TDI is to test plasma screens on the buses, as well

as on the Docklands Light Railway and the Oxford tube commuter coach

into London. However, they will have to play the equivalent of silent

movies because of transport rules about sound.



HEALTH TRACK TV AND QJTV: An example of the ambient specialist Media

Vehicle getting ads in wherever possible. This time, closed-circuit TV

into doctors' surgeries. Or, in the case of QJTV, it's QJ Media

squeezing ads on to TVs in health clubs.



SHOPPING TV: There's plenty to choose from. Centrevision offers video

screens in 21 top UK shopping centres, but there are several operators

out there, including Forecourt TV at petrol stations. Or you could buy

into a new tranche of screens at Sainsbury's or Boots.



CABVISION: There really is no refuge for the business executive - even

between meetings. This is another sneaky use of TV. This time in London

taxis. A similar idea to the Heathrow Express TV system which is

operated by Premier Media Partners.



HUGE POSTERS: This may not be rocket science, but there has to be some

technical credit given to the task of erecting what is claimed to be

Europe's biggest poster ever. Ford's ad for the new Mondeo is printed on

almost an acre of PVC mesh and mounted on scaffolding surrounding the

Fort Dunlop landmark near Birmingham. It's 132x24 metres and weighs more

than two tons. Produced by the large format specialist Mega Profile.



VIDEO WALLS: Getting more and more complicated, these collections of

screens can be linked together and also networked into other smaller

visual display units near the main screen. And portable screens mean

that these can be in one location one minute and another the next.



LIGHTING: Getting more and more sophisticated and lighting evenly or

from the bottom up, rather than the old-fashioned top-down look.

Electronic paper, which made it possible to light bus-sides, has already

been superseded by the use of thousands of white LEDs to illuminate a

doubledecker ad - something the Posterscope client Top Shop has bought

into.



SMART INKS: Good for one-offs, but have been used by the Multiple

Sclerosis Society through Augustus Martin to make a poster disappear

over a number of days. And in an execution for Mazda, heat sensitive

parts of the ad disappeared when the poster cooled down. Other ink

treatments can react to ultraviolet light. More Group's Rock Box student

six-sheet package was given a twist with ultraviolet-branded nightclub

handstamps.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).