Digital Signage Beats Internet

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A recent episode of “The Gadget Show” saw out-of-home interactive advertising compete with the internet as the most effective and compelling advertising medium. The campaigns were independently judged by Nicole Yershon, Director of Innovative Solutions at Ogilvy & Mather.
 
Outdoor won over the internet as the medium with the best interactive advertising campaign to promote the new series of the show. JCDecaux used the latest digital signage technology and techniques to showcase outdoor’s ability to provide better audience engagement than online.
 
Interactive posters at bus shelters, digital games on poster sites and a Gadget Show ‘studio’ at a bus stop were among the futuristic techniques deployed by JCDecaux to turn Manchester’s Piccadilly Gardens into a Gadget Show Zone. In a UK first, augmented reality digital signage created a virtual character of one of the show’s presenters, Suzi Perry, using technology from Total Immersion and Hidden Creative.
 
In Manchester on Monday 12 July the public were invited to interact with the campaigns and try out the state-of-the-art augmented reality digital signage site, in one of the first uses of this technology on the streets of the UK. The public were invited to hold up cards to a bus shelter screen to generate a virtual Suzi Perry in the palm of their hand. The public were also able to download a video of the presenter by using Bluetooth onto their mobile phones from the digital poster site.
 
Sam Bird, Director of Creative Solutions at JCDecaux said, “Outdoor advertising suits the way we live our lives today – because we spend 53% more time out of home now than we did 14 years ago, commuting for longer and socialising more. As this showcase demonstrates, advances in technology have brought Outdoor closer to the world of “The Minority Report’ with the advent of interactive posters and cutting-edge technology such as ‘Augmented Reality’.”
 
Myles Peyton, EMEA Sales Director at Total Immersion said, “We are delighted to be working with The Gadget Show and JCDecaux on this groundbreaking project. The big strength of AR over ‘traditional’ advertising is that the consumer changes from being a spectator to become part of the experience.  It taps into the Facebook, Generation Y target audience.  Everyone wants to be famous and through AR, consumers can become an actor and participate with this compelling technology at a place of their own choosing, whether that is online, in the bus shelter, at a conference, event, or exhibition,”
 
Matthew Trubow, Marketing Director of Hidden Creative said, "We are delighted to receive this opportunity to work with Five and The Gadget Show as we continue to enhance Hidden's portfolio within broadcasting and publishing sectors. This has been an exciting project from start to finish and we are pleased to have achieved a polished end result with a fantastic group effort from the people at Five’s The Gadget Show and JCDecaux".
 
See the episode in full here.