Dr Mumbo

Return of the billboard gremlins

It appears that the gremlins that took over the newly erected digital billboard outside Singapore’s lavishly revamped Tiong Bahru Mall have resurfaced.

Yesterday, an error message covered ads displaying over the just-opened Starbucks yelling, “Runtime error!”

SPHMBO billboard

The same message could be seen hours later, when night had fallen, just below the slogan for outdoor ad company SPHMBO, ‘Engaging people, building brands’.

SPHMBO message

At least some of the ads could be seen, unlike a month ago, when the entire screen went down revealing the error message, ‘Do you need more information about the problem?’.

It appears that viewability is an issue for digital advertising in all of its forms, including billboards.

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