This weeks topic is Interactive Billboards! Firstly, What is the difference between a Billboard and an Interactive Billboard, isn`t it the same thing? Well not really, a billboard is a panel for the display of advertisements in public places, such as alongside highways or on the sides of buildings, yes!! it is that big fat ‘poster’ that are catching a glimpse of our eye wherever we move. An interactive billboard on the other hand, is known as the ‘digital’ billboard, in other words, are billboards that get consumers and onlookers alike, involved in their advertisement techniques. These billboards pull in consumers in order for them to have to do something in order for the advertisement to be effective, whether this be utilizing their smart phone or being in the right place at the right time. Every day we are continually bombarded by thousands of billboards everywhere we go: in the street, in Bus stops , train stations, schools…. It may seem an easy thing to attract customers attention but making consumers remember your message is not always an easy task.
With digital technology and social media platforms becoming so popular and a mainstream activity in our lives, there’s no surprise as to why marketers are utilizing that approach in their ad campaigns. Targeting a youthful audience, who are more in tune with mobile devices and the Internet who are more involved in these interactive campaigns, will allow consumers to get involved and invested in the overall message and theme. There are various ways the marketers want to interact with the consumers through their ad campaigns, there are those billboards featuring artwork that is based on people’s tweets to bus stop ads that feature touch-screen games, these interactive billboard campaigns are definitely a creative way to engage with consumers.
Here are a few creative billboard examples of toothpaste companies, nestle, mars, football, etc.
Although, did you know that a consumer has to see a particular billboard seven times before the message of the ad will even begin to sink in? Some old school Marketers do not believe that though, they believe that by increasing the number of exposures to ads they automatically increase the number of customer likelihood to be influenced, but we all know that exposure to large amounts of ads every day harden us enough to block out without thinking most of them!
So to find a solution we should start by asking the following question:
What can push the drivers to endanger their lives to take a look at your billboards while they’re driving?
Interactive Billboards are the latest and greatest craze in outdoor media. They are eye catching and make the onlooker feel as if they are part of the company and becoming one with the product. This is imperative to companies because it makes the person interacting with the billboard feel as if they are important and making important impacts on the future of the product.
The response of interactive billboards has hit the roof in the past couple of years. People are not used to what these billboards provide, therefore the newness of these boards are capturing and getting people involved. These billboards capture all things that get the consumer involved and more willing to buy.
Nevertheless, I must say, London is definitly one of the places to be to be able to capture all these amazing interactive billboards, you will understand why im saying this below. Here are a few examples:
1. Have you heard of the recent interactive ad campaign of British Airways? There you are in the middle of the city, traffic all around, planes buzzing above and you notice a little boy on a giant screen pointing up. ”Look,” says the boy. And you look, and the on-screen boy is pointing at an actual plane flying in the sky. He knows its flight number, its destination. This is no joke. That is flight BA475 from Barcelona! He tracks its path with his little hand, and then, when the plane is gone, he dashes off. This is a British Airways display ad in London’s Piccadilly Circus, and it’s using custom-built surveillance technology to identify actual planes in the actual sky. Watch the video below:
2. There’s another stunning example at Euston Station (also in London) that shows a man furiously screaming at a woman who is clearly frightened. But you can help. If you have a cellphone, you can yank the man clear across the station, dragging him from screen to screen to screen until he’s way on the other side of the terminal. Take a look:
3. This time it’s a fantasy experience available to anyone who steps into a marked spot in the middle of Victoria Station. (I told you, London’s a happening place for billboard experimentation.) Once you’re there, a holographic angel drops down from heaven and lands beside you. You can’t see her in real space, but you and she are plainly visible on a screen that everybody in the station can see, and you are free to interact anyway you please. Watch how people react in the video below:
4. There is one last one I would like to share, this is a interactive ad campaign of Jamerson Irish Whiskey. Take a look and see for yourself:
With these billboards popping up every second it seems like, they will become a part of consumers life and buying decisions. These boards are captivating and always show that there are certainly no limits to advertising!