Tag: dooh

Niantic Marks Pokémon Go’s One-Year Anniversary With DOOH Campaign

Posted on by Lab Team

What Happened
Niantic, the company behind Pokémon Go, is celebrating the one-year anniversary of its smash hit game with a digital out-of-home campaign that utilizes real-time data to highlight its global popularity. The outdoor ads will feature real-time data from the game app in Tokyo, London, and New York, such as numbers showing how many Pokémons are being caught nearby. Some billboards are also activated as “PokéStops,” where players go to collect in-game items, as a fun, meta way of adding a real-world layer to its campaign message.

What Brands Need To Do
While the collective fever for Pokémon Go has considerably died down since last summer, the game still holds its place as the biggest mobile game in U.S. history, and quite possibly, in the world as well. Not even the iOS release of Nintendo’s Super Mario Run managed to challenge that. Last week, the game surpassed 750 million downloads, an enviable feat that underscores the longevity of the game. This OOH ad campaign cleverly captured just how hugely popular Pokémon Go is and reminded people of the enthusiasm it commanded. Similarly, Spotify ran a well-received end-of-year OOH campaign last year that featured funny music streaming statistics. More brands should consider plugging real-time data into their digital OOH campaign to help make its case.

Pokémon Go is also widely credited as the game that introduced a lot of mobile users to augmented reality. Since its debut last summer, the mobile AR space has certainly accelerated its development, with Facebook and Apple both coming out with their own developer platforms for AR. For more information on how brands may tap into the rapid development in AR to create engaging customer experiences, please check out the Advanced Interfaces section of our Outlook 2017.

 

Source: Creativity Online

 

Magnum Targets Taxi Cab Ads When It’s Hot

Posted on by Lab Team

A buzzworthy campaign for Magnum Ice Cream will only display ads on the roofs of taxi cabs when it’s hot out. Using a remote deployment system that allows for real-time updates over 3G, Magnum’s OOH partner, BrightMove Media can target ads when it exceeds a certain temperature. The initiative is aimed at reaching morning commuters in harder to reach places.

Creative optimization in the physical world is starting to gain traction as advertisers look to match the efficiency of digital advertising. Now with real-time data feeds, digital displays and more precise audience measurement, advertisers are just beginning to skim the surface with what is possible for OOH media.

Packaging ROI insight for DOOH

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(iStock)It can be scary for marketers to put the first foot down in the vast landscape of Digital Out-of-Home Ad Networks. Helping brands make large strides in the space is Adcentricity, an aggregator of DOOH Networks, that adds a level of human know-how to strategic campaigns. Now, the company has developed a new offering called “Research Lite” that will allow brands to measure their success more effectively.

Adcentricity’s timing couldn’t be better. Brands are increasingly turning traditional advertising models on their heads requiring agencies to provide proof of performance.“Research Lite” can help meet these expectations by offering a prepackaged research component that can be added to DOOH Network campaigns. The research provides a detailed, quick snapshot of how effective a brand’s plan is across multiple networks. Select networks provide proof of play and efficacy on their network, but as CEO, Rob Gorrie told me, “(Adcentricity implements) research for the campaign’s needs, not of the networks needs.” Research Lite provides an opportunity for a third party perspective to analyze the bigger picture. Continue reading “Packaging ROI insight for DOOH”

Digital signage industry reaches out to ad agencies

Posted on by Lab Team

dse2009The Digital Signage Expo (DSE) has been an informative resource for insight into the current and future opportunities for marketers in digital out-of-home. This year’s conference in Las Vegas was no exception, but agencies and marketers should take note of these exciting DOOH developments.


Agencies are getting in the game
At last year’s Expo, I felt there was a tremendous missed opportunity in the Digital Signage industry because agencies were not being included in the conversation. This year, however, was quite the opposite. Networks and providers are increasingly reaching out to agencies, or know they need to in order to thrive. While networks are having success making deals directly with brands, they can’t understand why media planners are so reluctant to include digital networks in the media mix (see DOOH guru Rob Gorrie explain the opportunities for agencies in this space). Continue reading “Digital signage industry reaches out to ad agencies”

Digital Signage Expo 2009

Posted on by Lab Team

This week I attended the Digital Signage Expo in Las Vegas.

Aside from attending sessions and roaming the floor, I attended TruMedia’s Proactive Marketing (PROM) kick-off, where Suzanne Alecia, OVAB President, Paul Lindstrom, SVP Nielsen OnLocation, and others discussed the value of measurement and how the efficient utilization of audience data will facilitate growth in this media platform. All underscored how accountability and audience measurement will play an important role in the development, growth, and survival of DOOH networks this year.

Mr. Lindstrom pointed out to the audience, consisting mostly of networks and providers, that for place-based networks to be in the buy, they have to be in the plan. Following the presentation I asked him to expand on this thought and explain what Nielsen doing to help agencies include DOOH ad networks into their planning processes and tools.

Find out what Nielsen recommends for DOOH marketers:

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$1.3 billion business wants R-e-s-p-e-c-t

Posted on by Lab Team

OVABThis is part of our best-of 2008 series, previously featured on our newsletter, Advance.

There have been some great steps forward for Digital OOH this year, especially for video networks. The first bit of good news came from the Out-of-Home Video Advertising Bureau (OVAB) which released the highly anticipated Audience Metrics Guidelines during the sold out Digital Media Summit: Focus on Digital OOH in NYC at the end of October. As Media Week notes), despite the fact that DOOH is a $1.3 billion business, the platform "has lacked a common language to be considered in media plans along with traditional media. The guidelines are designed to change the medium's status in the planning process." Continue reading “$1.3 billion business wants R-e-s-p-e-c-t”

A few of my favorite things – DOOH 2008

Posted on by Lab Team

ShibuyaIt’s been a good year for DOOH. This year’s growth, aggregation and standardization guidelines have all strengthened opportunities across the industry for agencies and brands. Here are a few notable DOOH triumphs from 2008:

1. Summer Olympics: The breathtaking images of the opening ceremony and the “Water Cube” during the Beijing summer Olympics showed the high quality, and truly flexible capabilities of large scale LED to a global audience. The unrolling of the artistic canvas and stage that became focal point of the opening ceremony was 147 meters long and 22 meters wide, and embedded with 44,000 LED beads. In comparison, the Water Cube was reported to have used 440,000 LEDs to illuminate the 80,000 square meters of the aquatics center exterior. The grand scale of the graphics made for an impressive sight. Continue reading “A few of my favorite things – DOOH 2008”

$1.3 billion business wants R-e-s-p-e-c-t

Posted on by Lab Team

ovabrippleThere have been some great steps forward for Digital OOH this month, especially for video networks. The first bit of good news came from the Out-of-Home Video Advertising Bureau (OVAB) which released the highly anticipated Audience Metrics Guidelines during the sold out Digital Media Summit: Focus on Digital OOH in NYC at the end of October.

As Media Week notes, despite the fact that DOOH is a $1.3 billion business, the platform “has lacked a common language to be considered in media plans along with traditional media. The guidelines are designed to change the medium’s status in the planning process.” Continue reading “$1.3 billion business wants R-e-s-p-e-c-t”