Coldwell Banker takes digital OOH direct

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With its new interactive billboard in Times Square, Coldwell Banker has combined mobile and digital out-of-home advertising.

The display, running from July 6-August 2, allows passers-by in the world's busiest intersection to text the word "Homes" and any US area code to the number 30241. Soon after, the billboard will show the lowest-, median-, and highest-priced homes in the area code, and the person who texted will receive a link from Coldwell Banker where they can get more information on the information displayed.

Now, this isn't the first interactive billboard - in fact, it's not even the first in Times Square. Disney and Nike have both thrown their hat - and shoes - in the interactive OOH ring. As far as measurability, though, I think Coldwell's sign takes the cake. It's easy to walk through Times Square, be overwhelmed, and then not remember a single individual sign. But, if you have a text with a link waiting for you when you get home that directs you to a page with information on something you already inquired about, you certainly won't forget.

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