Press Release: January 22, 2003

Dynamic Billboards from HP and Digital Visual Werks to Debut at Super Bowl

HP Helps DVW Launch Programmable Dynamic Displays Using Innovative Media, Printing and Wireless Technology
PALO ALTO, Calif., Jan. 22, 2003

With the Super Bowl less than a week away, excitement grows around what some call the biggest show on Earth. But for advertisers, the real show is what happens in between the football scenes as creative concepts are unveiled to win the attention of approximately 90 million viewers. In a sense, advertising has become as much of a Super Bowl tradition as the game itself.

With the help of HP (NYSE:HPQ), one Palm Springs-based company, Digital Visual Werks Inc., today announced it will enable its advertisers to stand out at the Super Bowl with oscillating billboards that will debut on the top of automobiles before, during and after the game.

Using HP Designjet printers, HP Designjet supplies and remote queuing wireless technology, DVW delivers a form of marketing that allows billboards to change in a matter of seconds according to demographics, time and location.

Gaslamp Shuttle and Cloud 9 Shuttle, two of the transportation services for the 2003 Super Bowl, will deploy DVW's dynamic displays for their advertising customers. If a shuttle bus travels to an area of town that is primarily Spanish speaking, then the English-language ads automatically change to Spanish. Or, if a local coffee house wants to promote a cappuccino special, the coffee house can specify that its ads run in the morning hours, while a fast food restaurant could specify lunch and dinner ad times.

"Digital Visual Werks is helping to lay the foundation of a new form of advertising," said Ignacio Fonts, vice president, HP Inkjet Commercial Division. "DVW's programmable dynamic displays are bringing to the printed media the type of targeting that broadcasters have been employing for years."

Not only are the advertisements highly targeted, but they are also extremely brilliant and durable since they use HP Colorlucent Backlit UV Media and ink. "The HP Colorlucent Backlit Media really delivers a brilliant and crisp image," said Doug Jones, president, DVW. "It was the most durable media we looked at and the only one we found that produced the kind of image quality we wanted for our customers."

To implement a desired visual image, advertisers simply go to the DVW Web site and select their company's pre-loaded advertisements as well as the location and time of day each ad is to be displayed. The displays hold up to 24 ads and changes via a scrolling mechanism that is queued on demand by wireless technology. Ads also can be queued automatically as a function of time, weather or location.

The images are first printed on HP Designjet 5500 large format systems and then illuminated by fluorescent bulbs from within the display units. This creates a brilliant, eye-catching glow passers-by can't miss. DVW's dynamic displays can either stand alone similar to a traditional billboard or be strategically positioned on top of a vehicle.

About HP

HP is a leading global provider of products, technologies, solutions and services to consumers and businesses. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing. HP completed its merger transaction involving Compaq Computer Corporation on May 3, 2002. More information about HP is available at

About HP

HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at