Posts Tagged ‘dooh’

Digication: The synergy between Digital Signage and Location

June 17th, 2011

Digital signs are polluting cities globally and the only thing consumers’ want is to see their faces and words hitting the big screen. Be it a childhood dream or an item off the bucket list, having yourself plastered in Times Square or Piccadilly Circus would have topped the list every time. But how can you make this happen? It is of common belief that those signs are saved for America’s Next Top Model, not ordinary folk like us.  Truth be told, America’s Next Top Model is you! Within the digital sign industry, it is becoming possible to broadcast yourself or items that are targeted toward you on the jazzy displays.

LocaModa  + Foursquare do Vegas

LocaModa wanted to bring visualizations to place based media. Their first effort was to team up with Foursquare at a specific location and whoever checks in will be displayed on the digital signage outside. The sign would also display photos of the mayor, check ins and comments about the location. Users could even upload photos of their experience within that location and potentially have it display on the big screen. In doing so, consumers can display what they’re doing, when they’re doing and how they’re doing it to their friends though Foursquare but to upwards of 100K strangers walking past the sign. Who would complain with those 15 seconds of fame?

AdCentricity does Consumer Sync

AdCentricity teamed up with Environics to develop a solution for DOOH media to target consumers based on their behaviours, psychographics and purchase intent. The Nielson Company develops the consumer profiles so that companies can target their consumers based on their preferences, media habits and lifestyles within their marketplaces. Consumer Sync will engage with customers through DOOH media in a more impactful and personal way than has been seen before. How does this impact location? Well, Consumer Sync allows companies to develop media based on the demographics within a given geographic region, which ultimately enables creative distribution and flighting.  AdCentricity is the first of its kind to utilize targeting analytics as a way of developing advertising campaigns. They have opened the doors to an avenue with great potential.

One of the best examples I’ve seen to date is the recent project by McDonald’s Sweden that put an interactive billboard in Stureplan, the main public square of Stockholm. Called “Pick n Play”, the concept was dead simple: For one week (May 7-14) consumers competed by completing a pong-like game in 30 seconds on the billboard. Winners received coupons sent immediately to their mobile device for free food in the nearest McDonald’s restaurant.  WATCH VIDEO HERE:  McDonald’s Pick n Play

The big news here is as the user you play right from their mobile web browser, with no app to download!

Digital signs aren’t just the flashy lights anymore. They are based on strategy, creativeness and location. Companies are able to make the messages on these screens personal with script written by passing by patrons or photos uploaded to social media sites. The LocaModa and Foursquare have taken checking in at locations from being something that you share with your friends to being broadcasted on the big screens for everyone to see. Now when a 4sq user becomes mayor they will feel a greater sense of elation as their picture will be in the posted beside Gap’s latest campaign. Furthermore, AdCentricity has removed the meaningless nature of visual displays and made them more personal. Any message on their screens is personalized and targeted to that demographic and most of the time it will apply to you. This only leaves one question: what’s next? Will digital displays pair with the geolocation software in phones and tablets to directly target those consumers as they walk by? Will campaigns use augmented reality so that you are the ad? Really at this point, anything is possible. Just make sure you hit the gym because rumor has it screens make you look 10 lbs heavier.