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Lamar Advertising Launches Personalized Digital Billboard Campaign Using Vehicle Recognition Technology For Paramount Pictures' Transformers:
The Last Knight
By Staff Writer
June 6, 2017
 
BATON ROUGE, La., June 06, 2017 (GLOBE NEWSWIRE) -- Lamar Advertising Launches Personalized Digital Billboard Campaign using Vehicle Recognition Technology for   Lamar Advertising Company (Nasdaq:LAMR), one of the largest out-of-home media companies in the world, and Paramount Pictures, a global entertainment company, have unveiled a dynamic, technology-led digital out-of-home (OOH) advertising campaign to promote the upcoming film release of Transformers: The Last Knight, ahead of its nationwide release on June 21, 2017 . Using its digital billboard network in conjunction with vehicle recognition technology from Vehcio, Lamar will deliver personalized, contextually relevant messages based on the make and model of the oncoming car.
 
Drivers cruising along in their cars will see a tailored message displayed on the billboard with the make and model of their car: "Attention. Your Honda Civic is an Autobot" or "Warning. Your Toyota Camry is a Decepticon".
 
Campaign highlights:
  • A camera mounted 1,000 feet ahead of the Lamar digital billboard scans for vehicle grilles.
  • When it recognizes a particular make and model, the billboard message shifts from a generic teaser ad to a personalized one for that vehicle make and model.
  • The artwork was designed to speak to Transformers fans - with imagery and references from the hit series of films - and to pique the interest of the marketplace with personalized messaging, generating excitement leading up to the film release.
  • The billboards will take into account the speed of traffic to calculate the precise moment and length of time to display the personalized message.
Lamar executed the first digital billboard campaign in the U.S. using vehicle recognition technology to deliver contextually relevant messages for Chevrolet in 2016.

"Data-based technology is taking digital out-of-home to a new level," said Ian Dallimore, Director of Innovation and Sales Strategy for Lamar Advertising Company. "Using Lamar's digital network and vehicle recognition technology, we are able to help Paramount Pictures deliver a personalized one-to-one message to Transformers fans. We expect this campaign to generate a lot of buzz for the movie, and we can't wait to see how fans react."
 
The campaign is now live in New York City, Chicago, Philadelphia, Atlanta, Dallas, Detroit, Cincinnati and Oklahoma City and will run through June 25, 2017. Transformers: The Last Knight will release in theaters on June 21, 2017.
 
About Lamar Advertising Company Founded in 1902, Lamar Advertising Company (Nasdaq:LAMR) is one of the largest outdoor advertising companies in the world, with more than 330,000 displays across the United States, Canada and Puerto Rico. Lamar offers advertisers a variety of billboard, interstate logo and transit advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out-of-home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States with over 2,600 displays. Please feel free to explore our website www.lamar.com or contact us at hello@lamar.com for additional information.

About Transformers: The Last Knight
From Michael Bay, and based on the Hasbro line of popular toys, Transformers: The Last Knight shatters the core myths of the Transformers franchise, and redefines what it means to be a hero. Humans and Transformers are at war, Optimus Prime is gone. The key to saving our future lies buried in the secrets of the past, in the hidden history of Transformers on Earth. Saving our world falls upon the shoulders of an unlikely alliance: Cade Yeager (Mark Wahlberg); Bumblebee; an English Lord (Anthony Hopkins); and an Oxford Professor (Laura Haddock). There comes a moment in everyone's life when we are called upon to make a difference. In Transformers: The Last Knight, the hunted will become heroes. Heroes will become villains. Only one world will survive: theirs, or ours. To learn more about the movie go to: transformersmovie.com.

 
By Brian J. Connolly
May 31, 2017
 
The union representing Spokane Transit Authority employees will have an opportunity to continue its challenge to the STA's bus advertising policy, now that a federal court has denied the transit authority's motion to dismiss.

Like many transit agencies, the STA has an advertising policy.  Until November 2016, the STA delegated administration and enforcement of the policy to an advertising contractor called ooh Media LLC.  The policy allows "Commercial and Promotional Advertising" and "Public Service Announcements."    

Commercial and promotional advertising includes general commercial advertisements for products, services, events, and the like.  Public service announcements are required to meet three criteria: the sponsor must be a governmental or 501(c)(3) nonprofit entity, the announcement must relate to one of five topics (including public health, safety or personal well-being, family or child social services, broad-based contribution campaigns, or services for low-income people or persons with disabilities), and the announcement may not include a commercial message.  The policy also prohibits deceptive advertising, political speech, or ideological or religious messages.

In 2016, the union, the Amalgamated Transit Union Local 1015, sought to advertise on the side of STA buses.  The content of the advertisement was to promote the union's services and inform the public about the workers' rights.  The proposed advertisement specifically called out ride-sharing services such as Uber, Lyft, and other organizations and encouraged workers to organize.  The advertising contractor never responded to the proposed advertisement, and STA has not responded to the proposed advertisement since November 2016.  The union filed suit against STA, bringing facial and as-applied challenges to the advertising policy, arguing that STA has disallowed the union's advertisement because the advertising policy does not allow union speech.

In analyzing the STA's motion to dismiss, the district court noted that, in the Ninth Circuit, bus-side advertising constitutes a limited public forum.  With respect to the plaintiff's facial challenge, the court denied the STA's motion to dismiss.  The court reasoned that, because the STA's lawyers indicated that union advertising could not be commercial and promotional advertising, and acknowledged that a union is neither a government nor 501(c)(3) organization, the union's complaint plausibly alleged that the STA's advertising policy denied it the right to advertise on STA buses.

On the as-applied challenge, the STA argued that the union's challenge was not ripe because the STA had neither approved nor denied the advertisement in question.  But, because of evidence referenced in the complaint that indicated that the STA had terminated its contract with ooh Media because the contractor intended to approve the union's advertisement, the court denied the motion to dismiss.

 
By Staff Writer
June 5, 2017

Richard Rothfelder tells Insider that the Texas Legislature has passed two out of home bills.

The Texas Legislature has passed SB 2006 in response to the TxDot v Auspro court decision which invalidated the state's Highway Beautification Laws.  The bill is waiting the governor's signature.

 The bill revises the States's Highway Beautification Act to comply with TxDot v Auspro. 

The invalidated  Highway Beautification Act used the message on a sign to determine whether it was a regulated off-premise sign or an unregulated off-premise sign.  SB 2006 removed the message test and says that a sign is regulated if a fee is paid for the display of goods or services on the sign.  Otherwise the sign is an unregulated, non-commercial sign.

SB 312 amends the Texas Highway Beautification Act to grandfather tall billboards.  The Texas Highway Beautification Act prohibits signs in excess of 42.5 feet  SB 312 grandfathers billboards which are between 42.5 feet and 85 feet as of 3/1/17 under the Texas Highway Beautification Act.  This means that they are not in violation of the Act and can be maintained.  All new billboards must be less than 42.5 feet.

You can keep track of Texas legislative and regulatory developments by subscribing to The Bulletin which is published by Rothfelder and Falick.  Email crothfelder@rothfelderfalick.com if you wish to subscribe.
 
'Friendly Neighborhood Hackers' SpoofDigital Billboard at Local Mall
By Staff Writer
May 29, 2017

A British shopping center in the vicinity of Liverpool was purportedly defaced with a cheeky message by a group of anonymous hackers on May 29, BBC reports.

"We suggest you improve your security," the collective wrote on the screen, identifying themselves as the "friendly neighborhood hackers."
 
The writing appeared on a large outdoor display at the Liverpool One shopping center situated just outside of the city. According to reports, no other screens were affected - though passers-by said that several other billboards have since been deactivated.

Numerous users on Reddit and Twitter have reported spotting the tampered billboard, but Liverpool One was quick to respond to the spoof, closing down the screen as soon as it was notified about the incident.

It remains unclear who was responsible for the hacking. A spokesperson for the shopping center has since told BBC that the "screens are operated by an external company [Elonex] which is currently investigating what happened as a matter of urgency."

"We can confirm an incident occurred over the weekend on one of the 18 screens we operate at Liverpool One," a spokesperson for Elonex told BBC. "The incident appears to have been good-natured and not intended to cause offence or disruption, for which we are grateful."

Liverpool Cyber-Attack Sparks Debate
By Mark Venables
June 2, 2017
 
Industrial computing specialist Distec is calling for businesses to reassess the security of their hardware and software following the latest cyber-attack.
 
A large digital screen was hacked in Liverpool city centre. The screen, based outside the Liverpool One shopping centre, displayed a relatively friendly message from hackers, warning about the lack of security on the sign.
 
The screen displayed the message, "we suggest you improve your security. Sincerely, your friendly neighbourhood hackers. #JFT96." The hashtag, an abbreviation of the phrase "Justice for the 96," was a reference to the Hillsborough Disaster.
 
With the recent WannaCry attack across the UK's NHS and many other global organisations, cybersecurity is becoming an increasingly prominent national topic. Prime Minister Theresa May and Labour leader Jeremy Corbyn squared up on "The Battle for Number 10", a live studio show on Sky News and Channel 4, on Monday evening.
 
The Conservatives have pledged a £1.9bn investment in cybersecurity, reallocating funding from street policing to the digital threat. Labour has also promised to invest £10bn of capital funding to upgrade IT systems and buildings to prioritise cyber security.
 
The pledged investment hopes to prevent future cyber security incidents such as the WannaCry attack, where legacy IT systems were exploited. Many NHS hospitals have systems running on Windows XP, which Microsoft stopped providing updates and security patches for in April 2014. The hackers were able to exploit vulnerabilities in the legacy operating system, leaving the network vulnerable to attack.
 
"Almost half of UK businesses reported a breach in cybersecurity in 2016, a figure that has doubled since the previous year," explained Adrian Swindells, a director at industrial computing specialist Distec. "This is why Distec is calling for all businesses, not just those that use digital signage, to make sure they are prepared for the risks of a cyber-attack. Business leaders need to ensure that all hardware and software is regularly updated to protect against any loopholes.
 
"Many businesses falsely believe that they are too small to be a target for criminals, but SMEs often lack the adequate safety precautions and software updates, making them an easy target. Although this cyber-attack in Liverpool had no long-lasting damage, hackers are often keen to show their ability to disrupt business operations.
 
"Even small attacks, where hackers move around a few characters of computer code, could be devastating. Many of our customers rely on digital signage units to interact and communicate messages with their customers, so they must be secure and reliable, making updated hardware and software a key priority for business owners."