The outdoor advertising billboards are probably the longest existing tools in the marketing arsenal, and is still a highly desired medium.
A change that is happening within that medium is the increasing digitization of it - and in many cases - the shrinking of the size of the billboard. You can now see them in stores, malls and even on or in some cases - in Taxis.
One company is looking to serve that market by simplifying the purchasing of this type of advertising. SeeSaw Networks says that one of the problems has been diverse formats and providers, which has made the process difficult and cumbersome.
"What's been a challenge for media agencies is they would love to advertise in this medium, but they would have to work with three, or four, or five network 
providers. A media planner really just has to be registered in our system and have a couple of hours of training to allow them to understand where the information is," said Rocky Gunderson, vice president of marketing and network operations for SeeSaw.
SeeSaw Networks offers a free online service for media buyers to purchase advertising space. Currently the company says that they sell ad space at around 10,000 location in 205 DMAs.
The online tool also allows for a higher level of targeting, not only in demographic-specific levels, but also in geographic areas. It is possible with using this tool to purchase ads in only a half-mile radius around physical store locations.
It's definitely worth taking a look at if you're considering billboard advertising of any kind. I like the concept and the ability to run your campaign directly from the Internet.
Comment Preview