4 Ways Digital Technology is Changing OOH Advertising
OOH advertising is increasingly complex and evolving. New(ish) technology and its advertising applications deliver more ways to entertain and engage. We think the following campaigns really nailed it.
1. 3D Projection Mapping – mapping three dimensional points to a two dimensional plane.
This award-winning 2011 campaign from Hyundai used 3D projection mapping, a stuntman and incorporated a real Hyundai Accent suspended on the side of a building. Six HD projectors mapped a 3-D scene in which the Accent rode through a futuristic, computer-generated cityscape. https://www.youtube.com/watch?v=7fAs5DJxD-o 2. AR (Augmented Reality) – The real world environment is supplemented by computer generated input creating an enhanced version of reality.
Pepsi Max surprised commuters with an “unbelievable” AR experience at a bus shelter on New Oxford Street in March this year. https://www.youtube.com/watch?v=Go9rf9GmYpM In August this year, as part of its Red Hot Festival, HSBC used AR on a bus shelter panel in Hong Kong, allowing commuters to immerse themselves in a zebra migration! https://www.youtube.com/watch?v=Tv-lVZCh-XU
3. Directional Audio and NFC – Sound is focused into a narrow beam rather than being audible in the entire surrounding area.
This 2012 campaign by Sony Mobile enabled consumers to listen to a specially-mixed music track in the centre of busy shopping malls, despite the ambient noise. The track could also be downloaded at an NFC/QR touch point.
In Australia this technology was used for the first time in 2012. A campaign for Magnum Infinity used facial recognition technology to identify smiles from a passers-by, allowing them to virtually eat the Magnum! https://www.youtube.com/watch?v=eGA44-yJkW8