Digital Signage Universe

Maybelline's Digital Signage Campaign Spans Two Continents and Media Platforms

SEEN & NOTED: NEW YORK, NY - Maybelline NY has launched a new interactive campaign in New York's Times Square that combines digital out-of-home advertising with online media promotion. Maybelline's campaign invites Russian citizens of the female persuasion to submit three photos of themselves using a dedicated Facebook app. The photos are then turned into a short personal video that's then featured on one of Clear Channel's billboards in Times Square for a chance to win a trip to New York.

The interactive campaign was developed by Grape, a Moscow-based digital advertising agency. Maybelline NY is working with Brand Marketers, a New York-based advertising and marketing agency specializing in experiential campaigns, to increase engagement for the campaign that's currently taking place from April 2 through April 15. Passersby in Times Square are invited to vote for their favorite contestant on Maybelline's website to help each contestant to win a free trip to New York city.

In addition to broadcasting the campaign live in Times Square, participants based in Russia are able to track what was happening on the billboard live 24/7 through a livestream video, provided by Boston-based digital out-of-home technology company Aerva.

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Welcome to the World of Big Data—Connecting Mobile Behavior with Transactional Data

NEW YORK, NY — Web-enabled mobile devices are making it possible for people to have constant access to content regardless of time and location, and this ease of access is drastically altering media consumption patterns. These changes to consumer behavior have become so significant that ComScore’s latest research coined a new phrase to describe it: The Digital Omnivore.

According to ComScore’s 2012 US Digital Futures In Focus report, in 2011, the majority of all mobile phone owners consumed mobile content on their devices, marking an important milestone in the evolution of mobile from a primary communications device to a content consumption tool. While this transition marks a major shift in consumer behavior, it doesn’t tell the whole story. People aren’t just consuming media, they’re also tracking and storing information across multiple channels that include social, news, finance, daily deals, reviews, and more, making smartphones more than just mobile devices—they’ve become an extension of our cognitive system.

As people navigate through their day, they’re also leaving behind massive amounts of digital information. Every online and offline touchpoint generates additional transactional data about a consumer’s preferences and purchase behavior. Until recently, it has been very difficult and cost prohibitive to extract actionable information from these transactions because much of this data was either unstructured and therefore inaccessible, or it resides in proprietary databases. This untapped ocean of information is called “big data” and connecting and utilizing it is becoming of critical importance. The concept behind big data stems from the vast amount of information that’s housed in data sets, the size of which is beyond the ability of basic software tools to capture, manage, and process. Thanks to technological advances such as parallel processing, this information is becoming more accessible, opening up a new world of possibilities for marketers to engage with consumers with greater relevancy.

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