Any kind of advertising, including the advertising with Top Billboards is aimed to communicate an advertising message to the target consumers. For the outdoor advertising, the essential tools to reach this communication goal are the color, text and image. However, only recently, the motion pictures and interactivity have been accessible at its disposal.
There are traditional Billboard advertising means such as boards, posters and bulletins. Nevertheless, the advertisers have been busy finding out new and more effective ways and tools of outdoor ads to reach their goals. They often use science and its new technologies to create Top Billboards to enter a new age of their development.
Besides fixed outdoor ad constructions, new alternative ad tools with special effects have appeared recently. We can name some of them: Mechanical billboards, Digital billboards, scrolling billboards, Mobile billboards, Times Square billboards, also Marquees, Wall Panels, interactive displays, etc.
All these kinds of Top Billboard advertising are quite expensive; however, they essentially facilitate the efficiency of the communicative ability of the outdoor ads. It is due to the fact that most of them demonstrate the image better than the other advertising tools, while the image is one of the most effective communicative tools. At the same time, the goal of the Top Billboard is to find the most convenient means for that purpose.
In order to achieve effectively the advertising goals with the top billboard advertising, which is part of the outdoor ads, it is vital to develop the proper billboard strategies for the advertising. The top billboard advertising is rarely to be the foundation of the main advertising strategy of a company. It is more likely to be used as a supplementary ad tool. This is the reason why it requires a clear coordination in the design and target audience coverage with the other Media, implemented in the ad campaign.
Moreover, the more or less digital or mechanical advertising's popularity belongs to Wall Frescos. These are huge advertising screens, placed on the walls of buildings. They may be several floors sized as, for instance, the advertising fresco of Samsung in New York. It consisted of four screens, which were five to twelve floors high.
The interactivity is not a common feature of the billboard advertising. However, an example of an interactive ad in top billboards may be the Coca-Cola billboard on the Piccadilly Circus in the UK. This billboard reacts to the weather changes and wavers, when the passers by wave to it.
As mentioned before, the advertising, including the Top Billboards advertising, is a mean of communication. The most active communication is possible only during the interaction. Thus, the interactivity is an enormous step toward the communication between an advertiser and an advertisement's consumer. It allows the consumer to turn from a passive participator, who just consumes the information, into an active one, who is likely to respond to it.
These are the latest technology tendencies in the advertising world. They touched the Top Billboards advertising as well. The Top billboard advertisement in the future will not rely only on the size but also on the technology.