This Thursday will mark the fifth installment of our ‘Media meets Message’ themed Curious Season, where we’ll be joined by Lightvert, a new age media company looking to revolutionise the digital OOH space. A homegrown British start-up, Lightvert have been developing an exciting new technology which combines light scanners and augmented reality, allowing brands to project towering adverts into the urban nightscape. In anticipation of Thursday’s talk, this blog takes a look at some of the other innovations that are pushing the creative envelope in the OOH sector, and generating the all important fame and talkability metrics for clients.
Image Credit: https://bdaily.co.uk
Over the past five years OOH has managed to remain a key part of the media mix, maintaining approximately 7% share of global advertising spends despite the exponential growth of digital and mobile display channels. For the top product industries such as retail, entertainment and personal care, OOH provides a vital means of boosting their presence in the real world. The physical nature of the medium in tandem with a visually arresting creative has the potential to make a brand’s message impossible to ignore. With this in mind, we’ve pulled out a couple of interesting executions that show the versatility of the channel.
Sony Pictures’ domination of Waterloo station with their Ghostbusters campaign is a prime example, where 8 metre oozing ‘Slime Poles’ were placed around the station, and a colossal sculpture of the iconic Stay Puft Marshmallow Man could be seen smashing through the concourse floor. The positive sentiment generated saw a 10% rise in interest for the film compared to the week before the activity started. The Ghostbusters hotline was inundated with over 362,000 calls while there were over 50m “Ghostbusters Waterloo” related impressions on Twitter thanks to some snap happy commuters.
Image Credit: Getty
Of course, the rate of technological change means that the capabilities of DOOH are growing apace, facilitating ever greater flexibility and responsiveness. One example is this is the NHS’s augmented reality billboard, which cleverly showcased the positive power of blood donations. NHS volunteers in Birmingham offered passing members of the public the opportunity to give a virtual blood donation to a patient who appears on a large 96 sheet overlooking the street. Using augmented reality to replicate the process of a needle drawing the participants blood, the empty blood bag on the billboard starts to fill up and a message is displayed thanking the participant. The virtual patient also transitions from a sickly palour to one of radiant health, further dramatising the significant impact that a donor can make to someone’s life. The activation thus succeeds in communicating something that a simple static execution cannot, engaging participants on multiple levels and involving them in the call to action.
Image Credit: marketingweek.com
With the emergence of increasingly sophisticated and scalable AR technologies, OOH media will undoubtedly continue to evolve in the coming years, adding an extra dimension to both our urban spaces and storytelling capabilities. Join us on Thursday 22nd to get the inside track on how Lightvert are leading the charge to redefine the sector. We’ll be following up on the session with our five main takeaways – so stay tuned!
Until then, stay curious.