Social media and the Internet are upending old-school advertising models -- except when it comes to outdoor ad campaigns, writes David Spark. While social networks are wreaking havoc on TV and print campaigns, roadside billboards remain a viable and attractive ad platform -- and one that could be used to promote Web addresses or enhance social campaigns. "Ultimately, I see outdoor's place as being the only unaffected traditional media outlet that can effectively launch social-media conversations," he writes.

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