Technology & Innovation
Out-of-Home (OOH) is the only traditional media on a growth trajectory. With consumers demanding to be connected with the world on their terms, OOH is becoming more relevant than ever before. By aligning with mobile and digital technologies, advertisers are now able to connect with their audience anywhere, anytime.
Technology has strengthened the impact of OOH, taking it from being a passive medium to one that can be fully interactive; a potential one-stop shop for promotion, engagement and transaction.
WiFi, Quick Response (QR) codes, Near-Field Communication (NFC), mobile technology, special builds, as well as Motion and Gesture Recognition, have opened a world of choices for OOH campaigns. The creative process for developing OOH is accordingly taking on new dimensions.
Where once the focus was purely image copy and logo, a new product can now be launched by creating a virtual product immersion experience. Street furniture can be transformed to offer instant retail transactions via NFC. Sound and video can be embedded to deliver rich content. Free product trials can be offered at the tap of a phone or the push of a button. Consumers can play a game or pair their portable device with creative to upload their own content and data. Content can be customised to suit the location, time of day, consumer interaction or consumer disposition.
With a myriad of faces and increasing technological and digital advancements, OOH is the ultimate platform for executing sharper and smarter campaigns that have maximum impact.
The opportunities are endless and growing.....
Adshel - Fusion
Utlising Adshel Fusion technology, Adshel brought to life the Dare Pixel Fix It game.
APN Outdoor - Bespoke Build
APN Outdoor and Heinz used a bespoke build to promote the Heinz 'soup of the day' range.
Enormous silver sequins were attached to the billboard to highlight the foil fresh packaging the 'soup of the day' range comes in.
JCDecaux - Innovate
To remind people how much they love their car stereos, and to encourage them to consider the adequacy of their existing insurance cover, JCDecaux fitted bus shelters with speakers that could play a range of different tracks.
Via a QR code or URL, commuters could "like" the car stereo's Facebook page, and pick a track to play live and instantly in the bus shelter.
oOh! Media - Fly Innovation
Utilising NFC and QR technologies consumers were able to take control of digital advertising panels rolled out by oOh! Media for Google.
The campaign for the Google Play Store let travellers at Sydney, Melbourne and Brisbane domestic airports use their mobile device as a remote control to interact with one of 39 digital advertising panels featuring Google Play content.
Travellers could then use a smartphone or tablet and Tap or Scan technology to take control of the Google Play advert. They could interact on the digital advertising panels with the Google Play Store content across several genres such as Tweens, Professionals, High Octane and Kids. Andriod phone users could download selected books, movies, music, magazines or apps directly to their phones using oOh!'s free airport WiFi.