Sue Danaher, President of the Digital Place-based Advertising Association (DPAA) explains what it will take for the industry to move forward. Standardization, creative execution, increasing awareness and accountable measurement are just a few of the topics covered in this post by the industry veteran. If you are thinking of incorporating digital place-based media in your next campaign, dust off your notebook and take notes from this industry leader. Continue reading →
indoorDIRECT announced it is installing the largest in-store restaurant entertainment network in the country in all 5,600 Taco Bell locations by 2015. Advertisers will have the opportunity to reach 48 million Taco Bell customers each month on indoorDIRECT’s Point of Sale Network (no audio) and Dining Room Network (42 inch tv screens with audio). The company is also supporting free Wi-Fi in the restaurants.
Big news for the digital place-based advertising industry. Expect to see more quick-serve and fast casual restaurant chains falling in line to install digital place-based signage to create engaging experiences for customers, drive sales and tap into national advertising budgets.
See more for the official press release:
I’m loving this DOOH InfoGraphic by Digital Signage Today. I printed one out and put it on my wall at work!
This infographic shows how strategically placed Digital Place-based Advertising Screens and Digital Out of Home Signage can be used to target the consumer in the various venues she visits throughout the day – while in transit, at work, shopping, running errands or socializing.
The growth of the Digital Place-based advertising medium is projected to grow rapidly this year at 16.7% (revenue) and its time agencies and advertisers embrace the medium in the same way they have done with online and now interactive mobile advertising.
![Digital Signage: It's all around us [Infographic]](http://www.digitalsignagetoday.com/images/digital_signage_how_it_effects_our_everyday_lives.png)
Digital Signage: It’s all around us [Infographic] compliments of DigitalSignageToday.com
How can you advertise on Digital Place-based networks in these venues?
Use DOfind, the digital place-based industry’s most powerful search tool, to search by venue, media category, audience demographics and geographic proximity to pinpoint media sellers and screens in your area.
This is a simple yet impactful way to execute an interactive digital billboard campaign. McDonald’s launched a campaign called Pick n’ Play that lets viewers play Pong, the classic video game, on a large digital screen in Stockholm, Sweden. Players who last at least 30 seconds are rewarded with free food at a nearby McDonald’s restaurant.
What’s interesting about this execution is its simplicity and the fact that users do not need to download an application. Smart phone users can simply go to the site’s URL and confirm that they are within the playing area using the phone’s geolocation technology.
The campaign has also been bouncing around the blogosphere and even picked up in Mashable.
Simple. Rewarding. Classic – like the Big Mac.
3D Projection Mapping – Lexus CT200h – Hollywood CA from Pearl Media
If you were on Hollywood Boulevard on the night of Earth Day, you may have noticed the Roosevelt Hotel coming to life to celebrate the launch of the Lexus CT200h. Pearl Media, the out-of-home media company specializing in converting real estate assets into unique, interactive experiences, developed the state of the art 3D projection that transformed the building into part race track, part stage for the highly anticipated hybrid luxury vehicle. The event caught major media attention and created a larger than life experience for viewers of the launch.
The 8,000 sq ft projection towered over Hollywood Blvd using more than 15 projectors complete with advanced 3D technology, lighting, sound, shadows and animation mapped to the contours of the building that worked together to make images pop out from the walls and windows of the hotel. Pearl Media’s proprietary HD-3D technology displayed a breathtaking display of entertainment in HD theater quality. The show was approximately 4.5 minutes in length – far longer than a traditional broadcast advertising spot. The length and dynamic content presented a challenge for the worthy creative departments. They were charged with producing content that maintained a focus on brand messaging while avoiding the pitfall of becoming a novelty due to format.
The event generated a significant amount of buzz and was featured both on Extra TV and Jimmy Kimmel Live.
According to Paul Whitney, Chief Operating Officer of Pearl Media, the creative process typically takes approximately 2.5 months for a campaign of this magnitude. The Roosevelt Hotel was first put through a sophisticated measurement process which gathered geometrical specifications about the building’s dimensions, down to each brick and window, used to render CAT drawings to create a template for the show. Each animated asset is then created by Pearl Media’s in house animators. The company also has expertise with attaining special permits and setup for events. The creative agencies for this event were Zenith Optimedia and Team 1.
Josh Cohen, President of Pearl Media, has hinted at similar campaigns to be launched this year in the US. For clips of the Lexus Earth Night show and other industry leading projection technology campaigns see Pearl Media‘s company profile in the DOmedia Marketplace.
For more information about Pearl Media, please contact:
Paul Whitney | Chief Operating Officer | 973.492.2300 ext 13 | pwhitney@pearlmediaus.com | www.pearlmediaus.com
