Deborah Hall Is Shaping the Future of Advertising with DIVE Billboards

By Robert White, Editor-In-Chief

Deborah Hall, the CEO of DIVE Billboards, is leading a transformative wave in advertising by taking digital content from social media influencers and brands and placing it on billboards around the world. Based in Toronto, Canada, DIVE Billboards has evolved into a trailblazer in the realm of digital out-of-home (DOOH) advertising, and Hall's journey to the top is as dynamic as the content her company displays.

Hall's career began in a vastly different field from advertising—mechanical engineering. Her early work as a manufacturing engineer instilled a deep understanding of technology, but her heart lay in the fast-paced world of digital development. The late 1990s internet boom offered an opportunity she couldn't resist, and Hall quickly transitioned into the tech space, working on early websites like Forbes.com and later diving into mobile technology at Yahoo. This experience was foundational in sparking her entrepreneurial ambitions.

Her first entrepreneurial success came with "Web to Mobile," a company she founded that converted desktop websites to mobile formats during the early mobile boom. The company was acquired in 2010, setting the stage for her next venture. Hall's curiosity and passion for emerging technologies drew her to advertising, where she began exploring the possibilities of merging digital content with physical spaces.

Founded about a decade ago with co-founders Jake and Mike, DIVE Billboards emerged from the idea of bridging mobile and creative digital content with physical outdoor spaces. The company's approach allows content—whether brand advertisements, influencer videos, or user-generated moments—to be displayed on billboards across the globe. From Times Square in New York to retail spaces in Dubai, DIVE integrates cutting-edge technology with advertising to create a seamless blend of digital and real-world experiences.

A unique aspect of DIVE's service is its focus on brand safety and content moderation. With rigorous approval processes, Hall ensures that content displayed on billboards maintains brand integrity while captivating audiences. This innovative approach to advertising transforms the traditional static billboard into a dynamic platform for storytelling, enabling people to see a variety of content—from major brand advertisements to everyday user-generated videos—across digital screens.

DIVE Billboards connects with digital billboards worldwide, including locations in Japan, France, Malaysia, and beyond. This global reach is powered by a network that supports various digital out-of-home advertising campaigns. Hall emphasizes that while the world of billboards might traditionally be seen as part of "old media," the shift from static to digital billboards has revitalized the medium, allowing for more creative and engaging campaigns.

The company’s ability to feature ever-changing content on these screens makes billboard campaigns more compelling. For instance, a campaign for the Olympics featured different moments from the games, helping to increase viewer engagement by constantly updating the visuals. Hall's team often leverages real-time video capture to share the billboard experience with creators who cannot physically be present, ensuring they still get their "billboard moment" and can share it with their online audiences.

The term "DOOH," or digital out-of-home, refers to the modern transformation of traditional billboard advertising. As more billboards convert from paper to digital formats, there has been a shift in how advertising budgets are allocated. Historically, brands considered billboards separate from their digital ad spend, but DIVE is changing that perception by bringing the benefits of digital—such as data-driven strategies and dynamic content—into the out-of-home space.

An example of DIVE’s innovative approach was seen during the release of a "Hunger Games" film, where the company orchestrated a pop-up performance in Times Square. The event included a live choir singing "The Hanging Tree" on the iconic red steps, with the performance streamed to surrounding billboards. This integration of live events with digital billboards exemplifies the potential of DOOH to deliver captivating experiences.

For many, appearing on a billboard, especially in a high-profile location like Times Square, is a significant achievement. Hall notes that there is a unique thrill associated with "billboard fame," which often leads to a rush of excitement not only for celebrities but also for everyday creators. DIVE taps into this magic by making these moments accessible to a wider range of people and brands, enhancing the appeal of DOOH campaigns.

As an entrepreneur, Hall's journey has been marked by curiosity and resilience. She describes the process of entrepreneurship as an ongoing quest for improvement, with a mindset of "why not" driving her to explore new markets and technologies. For Hall, entrepreneurship is more than a career—it's a way of life fueled by her passion for technology and a constant drive to push boundaries.

When asked about advice for aspiring entrepreneurs, Hall emphasizes the importance of understanding one's motivation. "Why do you want to be an entrepreneur?" she often asks. For her, the key is having a deep-rooted passion and the perseverance to navigate the highs and lows. This, combined with an openness to help others along the way, has shaped her approach to business.

As the world of advertising continues to evolve, Hall and DIVE Billboards are poised to remain at the forefront. The rise of artificial intelligence and other emerging technologies will undoubtedly influence future advertising strategies, and Hall is already considering how these tools can be integrated into DIVE's operations. From optimizing internal processes to enhancing audience targeting, the company is continually exploring how technology can be leveraged to make campaigns more impactful.

With a focus on the future, Deborah Hall is not only transforming the digital billboard industry but also redefining what it means to connect with audiences in the digital age. Her story is a testament to the power of combining technology with creativity, and the potential of DOOH to offer innovative ways for brands to engage with the world.

Learn more about DIVE Billboards at the following link, DIVE Billboards.