Original article published 9 November 2016 here:
Regardless of where you may stand on the polarizing results of the 2016 American Presidential race, New York was apparently the place to be on November 8. Donald Trump and his camp watched their path to victory become a reality from the New York Hilton (because his own properties supposedly couldn’t support the crowd size), and the deflated Clinton campaign eventually accepted defeat from the Jacob K. Javits Convention Center a mere two miles away. Thanks to a partnership between CNN, Instagram, CA Technologies, the building’s management and the projection mapping extraordinaire company Obscura Digital, the south façade of The Empire State Building became a 32-story, real-time election tracker.
Original article published 15 February 2016 here:
The out-of-home industry is set to evolve more rapidly over the next 18 months. The oldest advertising format has seen significant changes; mobile convergence, developments in digital platforms and data sources are changing industry perception.
The number of digital screens will increase significantly due to several factors, including changing city government legislations and the significantly lower cost to produce LED screens.
There will be new developments in hyper-targeting. OOH planning systems are integrating with data sources including mobile carrier data, online browsing behavior and shopper purchase records. Marketers will be able utilize OOH to target micro-specific segments on the move. In an election year, presidential campaigns will tap into first-party polling and CRM location data to target constituents in real-time.
Real-Time OOH trading will steadily increase, as more OOH vendors integrate inventory into demand-side-platforms. The format’s ability to target consumers in real-time based on previous location histories has led to automotive, travel and retail advertisers dipping their toes in the water. Expect more marketers to expand their real-time initiatives in 2016 to include OOH.
OOH will become more intelligent as forward-thinking brands take advantage of developments in Internet-connected screens, facial/object recognition and external data feeds. A convergence of art and science will lead to OOH creative that self-optimizes based on how people react. Dynamic content triggered by data feeds already allows advertisers to change creative in real-time based on external conditions including CRM data, weather, sports scores, traffic and social media sentiment.