The Rise of Digital Activations in Out-of-Home Ads
The Project X Newsletter: Volume XLV
Have you ever been told that something you want to achieve is impossible? Well, that is what Jasen Bracy’s parents said when he told them he wanted to play football, regardless of losing his sight. When Jasen was a toddler, he was diagnosed with retinal cancer, causing him to lose his sight by the age of seven. Still determined to play football, Bracy called multiple teams in Modesto, California, finally finding a coach, David Nichols, who said, “ Come on, we’ll figure it out.” As it turns out, after Bracy proved himself during many practices and games, he was made starting quarterback.
Being told something isn’t possible might discourage many people, but we should all use Jasen Bracy as inspiration to have the courage, the strength, and the positivity to prove others wrong, and do what makes YOU happy.
Out-of-Home Update: Emergence of Digital Activations
After more than a year of being tied to our computers, tablets, phones, and other devices, it’s been refreshing to see advertisers back on the big screen; e.g.: Times Square. Many have talked about “digital fatigue” from all of this “small screen” time, and it’s not untrue. According to a survey by Deloitte, all of that technology and connectivity took a toll on some consumers. About a third of US consumers (32%) say that, since the COVID-19 pandemic began, they have felt overwhelmed by the number of devices and subscriptions they need to manage. However, as consumers continue to spend more time out of their homes, it makes sense that we’ve seen a resurgence of OOH spend, across categories, markets, and size of advertiser.
Specifically in the past month, we’ve seen two activations that really caught our attention, and that of consumers, which emphasize the above sentiment . With people spending less time at home on their devices, it’s time to engage with them in new and innovative ways. The first activation was executed by iconic brand Tiffany & Co. Tiffany & Co. is putting major firepower behind the yearlong campaign featuring the Carters (Jay Z & Beyonce), which includes a short film that depicts Beyoncé singing “Moon River” to her husband. It’s destined for major exposure in the coming months, and recently activated as a takeover of all the major digital billboards in New York’s Times Square.
The second execution, by another leading fashion brand, was again showcased on the big screens of Times Square, this time from Balenciaga. This massive 3D deep-screen advertisement was displayed on one of Clear Channel Outdoors newest Times Square video spectaculars, and showcased Doggo from the game Fortnite sporting a hoodie and pants getup with sunglasses by fashion house Balenciaga. The two companies worked together to create scanned materials and clothing for outfits people can put on their characters in-game.
These are just two of the latest examples that brands are ready to start pushing on innovation in different channels of media, and are back leading with consumer first advertising. As we continue to see consumer habits evolve and more time being spent outdoors, it’s great to see brands following the trends and using the great canvas of OOH to showcase their work. And for those who weren’t able to experience these in person, both campaigns were extended on social media, and we anticipate more of these unique activations as we move into 2022.
If you have any questions or would like more information on the above, please reach out to our team of experts at hello@pjxmedia.com.
Out-of-Home Spotlight: Interactive Vending Machines
Interactive vending machines can be utilized by brands through a variety of vending machine models and software options to dispense physical merchandise to consumers. Users interface with the machine via an embedded touch screen (sizes range from 10” all the way to 46”) to retrieve the merchandise by exchanging currency, data or social posts.
Campaign Freeze Frame
Drive or Walk past this stunning Studs billboard in San Fransisco
Wait for the bus in Los Angeles while sitting by this adorable Studs poster
Drive by this Studs Poster in Boston that will brighten your day
News & Views
Orange County shelter using billboards to help get 2 longtime residents adopted (via Fox5 Orlando)
Orange County Animal Service (OCAS) has come up with a novel idea to help get some of its "long-term" residents adopted into their forever homes before the holidays.. OCAS is featuring the pets on digital billboards.
Eye-catching Springfield billboards are not so subtle “Help Wanted” ads (via KY3 Springfield MO)
As you drive the streets of Springfield these days you might notice some rather unusual billboards that are basically saying “Now Hiring” but in a more forceful, controversial way. Check out the message on these billboards!
Local artists featured on trippy Las Vegas billboards (via Las Vegas Review-Journal)
Ten new billboards in the Las Vegas Valley are not trying to sell you anything. Rather, they’re aiming to get you to think.
