We’ve seen product recommendations highly targeted online, but not so offline. Glamour is trying to bring product recommendations OOH, piloting kiosks in subways which recommend products after detecting the colors of your outfit. While the targeting parameters are novel, it remains to be seen if shoppers open to purchases in these pop-up style environments.
Tag: ooh
Magnum Targets Taxi Cab Ads When It’s Hot
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.
Walmart Pilots QR-based eCommerce in Toronto Bus Shelters
Drawing comparison’s to Tesco’s pilot program in the Seoul subway system, Walmart has launched 50 bus shelter ads in Toronto that are meant to drive eCommerce sales.
The ads are laid out like a store shelf with featured P&G products. Users can scan the QR codes for the products to add them to their mobile device basket, and then check out right on their phones. The items are then delivered to the user at home. A Walmart official is quoted as saying “This campaign allows us to help Torontonians shop for essentials on the go, anywhere, at any time.”
Tongue-In-Cheek Billboard Delivers “Real-Time Weather”
Weather forecaster company, MetService has made waves with its tongue-in-cheek OOH billboard that delivers “real-time weather”. The transparent billboard essentially lets passerbys view the sky, framed to look like a Metservice webpage. The clever execution has generated 30,000 Facebook likes, been named buzzfeed’s ad of the month and garnered the front page of reddit. For smaller clients like MetService, stunt-like campaigns like this are a great way of getting the most return on spend.
NYC Subways Breakthrough Touchscreen Network
The MTA is rolling out a pilot program that will feature 90 touchscreen kiosks in select subway stations around the New York City. Working with interactive shop, Control Group, the OOH displays can incorporate third party apps, navigation, and more leveraging wifi, cameras and mics. There is tremendous opportunities for brands as the network looks to work with advertisers to reach consumers on the go. The initial test will reach 2 million travelers a day.
Burberry Launches Smart Personalization With Made To Order Line
Burberry has begun offering seamless (ha, ha) personalization of garments from its Made to Order line. Customers can now order outerwear and accessories straight from the runway in-store, online, or from mobile devices. Garments will be delivered nine weeks later with personalized nameplates, and an embedded technology that, when scanned, will trigger a short film of the actual garment’s creation on a mobile device. As an added bonus, inside Burberry’s Regent Street location in London, the film can be triggered on smart mirrors. This is only one facet of Burberry’s exemplary adoption of technology, including its strong use of social media and other creative interactive installs in stores.
TaxiTreats becomes Vengo, Gets $1M in Investments
New investments hope to launch Vengo, the mini vending machine distributor, into the mainstream. The startup began as TaxiTreats, aiming to install vending machines in the backs of cabs, but has since expanded to target bars, offices, and other locations where small vending machines offering a variety of convenience products could be desirable. Payments are currently all by credit card, and operation is entirely by touch screen, and once the mobile arm of the company clears its technology to be installed in cabs, brands could be clamoring to get involved, offering their products on the go, possibly with some form of smart advertising.
Interactive Billboard Gives Away Shirts For Tweets
The internet of things is everywhere from connected fridges to tweeting plants. To see an example of a brand capitalizing on the trend, take a look at Allen Solly’s recent campaign that uses an interactive billboard to give away dress shirts for tweeting at the brand. Leveraging Tweeple, users that hashtag rainingsolly will inch forward one of the many shirts on a vending machine-like board until it drops.
Clear Channel Rolls Out 10,000 Mobile OOH Installations In UK
Out-Of-Home pioneers have a major opportunity with the rollout of 10,000 mobile outdoor installations from Clear Channel. The bus shelters and digital roadside panels come ready with NFC and QR capabilities in addition to social media integration and real-time creative updates. The platform launches at high traffic locations in the UK at the start of 2013.
Clear Channel installs 10,000 NFC-enabled OOH displays in the UK
Clear Channel installs 10,000 NFC-enabled OOH displays in the UK
