advantage … its anything in, anything out fl exibility
The ‘Drag Him Away’ campaign encouraged people to turn their mobiles into remote controls and control the characters on digital posters at a London train station
Clear Channel or JCDecaux gets there first.” Dodwell-Bennett would like to see more education for clients to understand the benefits of DOOH, while Konte thinks partners and resellers need to be trained in order to improve their capacity for innovation. Boyle adds: “We as an industry need to do a better job of informing our partners rather than selling to them. There are plenty of early adopters and
risk-takers out there, but as the technology in our field continues to advance we need to demonstrate how seamlessly we can integrate these solutions into the planning mix.” Van Dijk concludes: “Clearly the economy is a major factor in the continuing development of DS in public spaces. I think as the economy picks up, we’ll see an uptick in demand for more adventurous digital signage projects. Versatility is the key
concept here; the role of manufacturers such as ourselves is to create versatile tools to enable system designers and site owners to deliver maximum value with minimum outlay.”
Monster Media, in collaboration with agencies Eye, The Red Brick Road, Rapport Worldwide and Initiative, recently created a virtual grocery store for UK supermarket Tesco. Not only is the interactive display novel, but also its functionality is a perfect example of how practical solutions for customers can provide the wow factor for DOOH. Tesco invited travellers to ‘Come Home to a Full Fridge’: they could order their groceries virtually before going away and have them delivered to their homes when
they get back. Six Eyelites 70in displays in Gatwick Airport’s North Terminal were transformed into virtual fridges and pantries. To begin shopping, consumers used the Tesco app: they could then browse through a variety of popular everyday items on the touch- interactive displays and scan product barcodes with their smartphone or tablet to add to a virtual shopping basket. Once their basket was full, they simply selected a home delivery slot, up to three weeks away, and checked out. The trial was carried out during the busy summer
weeks of 6 and 19 August, and Tesco staff members were on hand to help customers at the airport. The Gatwick opening builds
on Tesco’s launch of the world’s first virtual store in South Korea last year, an innovation which generated 25 million online posts around the globe. The Korean virtual store
allowed commuters to shop in subways and at bus stops by pointing their mobile phones at billboards. Perhaps the supermarket
will change its slogan to ‘Every little interaction helps’?