Sign of the Times
在“大数据”的“加持”下，户外广告牌焕发新生。
PEDESTRIANS walking down 8th Avenue in Manhattan’s Hell’s Kitchen neighborhood will be struck by the face-side (正面) of the Hearst Magazine Building. The 3,716-square-metre building is decorated with columns and statues, and topped by a 183-meter glass and steel skyscraper.{1} Another distinctive feature is a vast digital screen that transmits advertiments. Despite being one of the world’s oldest forms of marketing, the outdoor-advertising business is embracing digital technologies.
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Most forms of traditional advertising — print, radio and broadcast television — have been losing ground to online ads for years. Only billboards, dating back to the 1800s, and TV ads are holding their own (e chart below). Out-of-home (OOH) advertising is estimated to have grown by 3.4 percent in 2018; digital out-of-home (DOOH) advertising, which includes the LCD screens (液晶屏) found in airports and shopping malls, by 16 percent. Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.
Billboard owners are also making hay from the location data that are pouring off people’s smartphones.{2} Information about their owners’ whereabouts and online browsing gets collected and anonymized (匿名处理) 女生青春痘治疗方法by carriers (运营商) and data firms, and sold to media owners. They then u the data to work out when different groups — say, business travelers — walk by their ads. That knowledge is added to insights into traffic, weather and other data to produce highly relevant ads. For example, DOOH providers can deliver ads for coffee when it is cold.
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Billboards can also be programmed to show ads for allergy (过敏症) medication when the air is full of pollen成本用英语怎么说 (花粉). Such targeting works particularly well when it is accompanied by “programmatic” advertising methods. Supporters say outdoor ads will increasingly be bought like online ones, bad on audience and views as well as location.
That is possible becau billboard owners claim to be able to measure how well their ads are working, even though no “click-through” rates are involved. Data firms can tell advertirs how many people walk past individual advertiments at particular times of the day. Advertirs can estimate how many individuals expod to an ad go on to visit a nearby shop (or website) and buy the product. Such metrics (指标) make outdoor ads more data-driven, automated and measurable.
Tech giants are among tho to e more value in outdoor advertising. Netflix acquired a ries of billboards along Hollywood’s Sunt Strip, where it advertis its films and TV shows. Tech firms, including Apple and Google, are heavy buyers of OOH ads, accounting for 25 of the top 100 OOH ad spenders in America.
The outdoor-ad revolution is not problem-free, however. The collection of mobile phone data rais privacy concerns. And criticisms of the online-ad business may also turn to the OOH business as it becomes bigger and more complex. One of the benefits of following the online-ad leaders is that the OOH advertirs can learn from their mistakes.
（选自E暗示英语conomist）
1. The underlined words in Paragraph 3 probably mean “______.”
A. restricting access to
B. earning a profit from
C. taking advantage of
D. finding fault with
2. According to the article, which of the following statements is true?
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produceA. The billboard has a history of more than 300 years.
B. The billboard is the only form of conventional advertising that wins against online ads.
三月的英文C. DOOH refers to any type of digital billboards ud for advertising outdoors.科罗拉多州立大学
D. It is estimated that OOH advertising grew slower than DOOH advertising in 2018.
3. What can we infer from the article? hurly burly
A. Billboard advertising is more likely to be targeted toward business travelers.
B. “Click-through” rates are the only reliable metrics in advertising.
C. Tech giants invest more money in OOH ads than in online ones.
D. The outdoor-ad industry is likely to address privacy concerns.
