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The billboards on Sunset Boulevard in my hometown of L.A. are in hot demand. This seems strange when you consider that the billboard is the oversized modern descendant of some of the oldest forms of human advertising. But its role has dramatically changed thanks to social media and its culture of artfully curated vanity and opened up a new realm of hybrid opportunities. It can still be difficult for brands to effectively tie outdoor and digital together, but a few key moments can take a billboard from just a big sign to the perfect asset to break through social media noise.