The next generation of digital media installations is all about interactivity. From large format multi-touch, to gesture recognition, to social media, QR codes and mobile integration; interactivity is the ‘must-have’ add-on for retail promotion and DOOH advertising campaigns. An ever expanding digital opportunity for targeting and engaging consumers directly, means brands and advertisers must look to interactivity to enhance engagement, deliver better data and drive more memorable campaigns.
The Screen event on 23rd June was hosted by Nicole Yershon - Director of Innovative Solutions at Ogilvy London – and studied some of this year’s most exciting and innovative interactive digital out-of-home and retail installations - assessing the techniques employed, the technologies used and the overall media and campaign effectiveness.
Liam Boyle, the Managing Director from our digital partner Monster Media, showcased Monster Media’s ‘big installation’ approach to interactivity and engagement, where ‘technology meets creative’. Monster Media have produced 2500 campaigns worldwide with a focus on process and procedure, highlighting the importance of metrics and analytics through their interactive campaigns. Liam also described the use of ‘Advertainment’, sighting the convergence of media and entertainment in the space, taking consumers on a journey that will truly build an engaging brand experience through interactivity.