What’s so great about digital out-of-home?
What’s interesting is its distribution qualities. The fact that I can distribute in real time and interact with my consumer, and there is that dialogue between the medium and the consumer.
What are the creative barriers?
The challenges of being impactful and simple are still there. Creatively, those are and will remain the things that separate the great thinkers – those who can distil complicated thoughts into something beautifully simple.
And the opportunities for the future?
This year’s Outdoor Grand Prix winner, Apple’s iPhone 6 campaign, is a brilliant example of a platform facilitating co-creation – though I hate that phrase. That’s one of the real powers of digital out-of-home. Also, digital out-of-home is arguably the only broadcast medium now.
I went to Korea recently and what they are doing with outdoor there is just phenomenal. Coffee tables that charge your phone and send you messages; pavements where you can interact and upload your own imagery; screens in underground stations where you can buy all your shopping.
Historically, it maybe hasn’t felt as glamorous as some other media, but now digital out-of-home is one of the most exciting and interesting. It’s so much more than a passive piece of transmit advertising. It allows a loop between the brand and the consumer.