Sam on TV – Westfield Shopping Centre – Digital Outdoor Advertising
Here is our Sam being interviewed by Reuters about the digital advertising at the new Westfield Shopping Centre. 5 minutes cropped to a fabulous 5 seconds click on the image to link to Reuters and see the whole story.
Sam’s longer view was that in such an impressive and imposing environment that Westfield is any advertising is going to struggle to get stand-out, and digital is definately the way to do that. What is exciting is the way DOOH can be used tactically to react to the weather, the economy or what the competition is doing. Just look at the the way The Independent trumped The Times new ad campaign recently with “ahead of The Times” the other week.
What is also exciting is that DOOH represents a further mergeing of skillsets between ATL agencies and digital agencies. While each have been eating each others lunch over recent years DOOH represents a true convergence and it will be fascinating to see how it plays out.
The future of DOOH is also very exciting – it won’t be long at all before your iPhone or your very person is interacting with the media. And when the creative and technical bods get their act together the proverbial “eyes in the moosehead” are going to be following us as we walk around shopping malls. Scary? – Maybe. Fun? – Definately. Impactful – ABSOLUTELY!
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