Reed Collins, chief creative officer, Ogilvy & Mather Hong Kong

Reed Collins discusses digital out of home

What will digital out-of-home look like in five years’ time?
Everything’s going to be a screen. Digital out-of-home is your iPhone, your tablet, interactive billboard or a bright, shiny LED building.

I think tagging will become more prevalent and digital out-of-home will be a massive driver of that. Not just in a traditional sense; I’m talking more about embedding technology in objects, streets and places where it recognises where you are, just as Google Maps does.

Where in the world should we look for inspiration?
I think North America and Europe are far ahead of the curve in terms of technology driving creativity. There always seems to be a really interesting idea that is brought to life through digital out-of-home. One of my favourite was "love has no labels" for the Ad Council. It’s one location with one digital screen, but with technology augmenting that experience of eliminating stereotypes of sexuality and race.

What are the creative barriers?
The fact that there are none. Anything is possible – it’s quite a large hurdle for people to get over. They are driving blind a little bit.

What would be a breakthrough for the medium?
Possible scenarios would be more projection mapping. I think it will become more pervasive, more affordable and it will be covering every open space that people can sell on the planet.


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