Lazo Letting Billboard Operators, Advertisers Reach Consumers for Free via Smartphones

Consumers will be able to connect to billboards and access additional information from advertisers with new technology from Lazo.

Lazo is letting operators of Out of Home (OOH) structures and advertisers – such as those displaying on billboards – use its basic service for free to reach consumers via mobile technology.

The company’s new technology lets consumers interact with OOH advertising such as billboards, which can involve consumers via their mobile technology (such as tablets or smartphones). 

Using their phones, consumers can access additional information, interact with brands and search for nearby retail products and services, the company said.

"We believe that we are providing a unique application that will radically change billboard advertising,” Lazo president Gonzalo Labarca said in a company statement. "OOH media is in a great position to experience a dramatic increase in value by integrating with mobile devices, and Lazo is the perfect solution because our system is easy to deploy, our application is free for consumers and our service is low cost to advertisers. We expect that offering Lazo's basic service free to all operators and advertisers will be the first step in moving the industry to a new level of performance."

Lazo also wants to offer an OOH solution that is easy for operators to implement and to deploy, according to Everything PR.

Lazo was launched a year ago in Florida, and continues to grow. Last year, it partnered with New York-based Ferry Ads, which operates outdoor advertising on the Staten Island Ferry and its terminals. 

"This is the most exciting and comprehensive launch for Lazo to date," Labarca said last summer in a statement carried by MobilityTechzone. "Being able to launch so quickly in New York will allow Lazo to be introduced officially to one of the world's greatest cities and media capitals is very exciting."