Digital Signage Universe

Fifteen Creative Artists Share Their Unique Perspective on Out-of-Home Advertising Media

SEEN & NOTED: MONTREAL, CANADA — What attracts the eye? There's certainly plenty of competition for people's eyeballs these days, and out-of-home media is among the most visible. Advertisers and their agencies have their work cut out for them. If you develop the "big idea" you have to hope that people will notice it. Creativity is about telling compelling stories that engage with the viewer, but today the conversations that brands have with consumers is much more complicated.  It used to be a one-way conversation, but because of mobile and social media that conversation is changing.

Astral Out-of-Home has released an online video campaign called "We Exist Through the Eye of the Beholder" that shares 15 perspectives from leading advertising creatives, artists, and designers on the creative process and its relationship with out-of-home media. The website offers insight into the creative process going beyond out-of-home media covering music, photography, animation, fashion, and broadcast media. Astral Out-of-Home has a long history of working with the creative community. Astral has recently  announced their 3rd edition of "Carte Blanche for Creatives" a contest that recognizes the best in advertising creativity. The contest challenges advertising agency creatives to work on a piece without a creative brief and submit their work to a community for comments and then go through a voting process. The winner will get an Astral Out-of-Home advertising campaign and a trip to The Cannes Lions. Last year, more than 1,200 people registered nationwide, and 14,500 people visited the contest's creative gallery.

"We Exist Through the Eye of the Beholder is a film which testifies on the extensive urban mobility as well as the many looks given to our advertising network", says Nathalie Doré, Vice-President, Marketing and Media Creativity at Astral Out-of-Home. The film enables us to capture the magical moment when people look at an ad...a look of surprise, amusement, questioning, intelligence, complicity; really personal looks! Because billboards are a form of art, and because the eye of the beholder is part of what makes us exist, we wanted to showcase individuals for whom being observed or witnessed is the essence of their work."

 

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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Vogue's London Fashion Week Commentary Goes Outdoors Using Digital Signage Billboard

SEEN & NOTED: UNITED KINGDOM — Ocean Outdoor, one of the UK's leading specialist out-of-home advertising, has announced that their Eat Street digital billboard will be used by Vogue.com to present exclusive highlights from London Fashion Week. Ocean Outdoor's large format digital billboard will showcase in real-time, Vogue's digital media commentary with exclusive behind the scenes footage from the international fashion event being held from February 17th to 22nd. Ocean Outdoor has signed an exclusive deal with fashion retailer Next for the duration of the London Fashion Week campaign, interspersing Vogue.com’s catwalk content with Next’s latest collections.
 
Vogue magazine will use Ocean Outdoor’s Eat Street digital billboard as a live digital canvas to reach shoppers at the Westfield London shopping mall and will feature Stella McCartney’s highly anticipated Olympic Adidas collection. Under the banner "Fashion As It Happens", Vogue.com plans to provide daily highlights from all the catwalk shows, behind the scenes footage, and live daily Twitter updates from more than 100 events as they unfold. Vogue.com has an average of 1 million unique users and 21.9m page impressions (source: Google Analytics July-Dec 2011).

London Fashion Week draws more than 5000 visitors from all over the world that include buyers, TV and radio crews, journalists and photographers to see 59 catwalk shows and 24 presentations that take place over 6 days. The direct value of the UK fashion industry to the UK economy  is £21 billion. Designer labels such as Mulberry, Burberry and Alexander McQueen’s new diffusion line McQ will be featured across the week along event with highlights of the show's more than ten other top designers including Paul Smith, Jonathan Saunders, Matthew Williamson, Mary Katrantzou, Roksanda Ilincic, Meadham Kirchhoff and James Long.
 
“Westfield is a premium destination for shoppers who are in the mind set to explore new ideas from the very best of international fashion design," said Condé Nast Digital Director Jamie Jouning. "This is a media first for us and we are delighted that we can provide first class Vogue.com content in a new dynamic format to reach and engage with fashion lovers.”

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