Nokia, JC Decaux and Posterscope UK are running a collaborative project to trial Nokia’s Point & Find technology.
Viewing any of the poster sites in Colchester, South East England through the camera of a compatible Nokia phone will automatically offer the user on-screen hyperlinks to content specifically related to the poster in question, ranging from video clips to competitions. This is achieved through a combination of image-recognition and GPS technology.
The worlds first outdoor campaign using 3D, glasses free (autostereoscopic) screens has recently hit the streets of London advertising the film Percy Jackson, The Lightning Thief. Five of ClearChannel’s bus shelter 6 sheets have been customised to incorporate 3D plasma screens and vinyl wraps
One of the future extensions of 3D screen technology is the inclusion of similar screens into mobile phones. Developments have taken a step forward with 3M announcing the creation of a film that sits inside the screen allowing it to show either 2D or 3D images and animation without the need for glasses. The film can be integrated into screens that are as large as 9 inches and could be on the market in the next year or two.
Almost a year ago we revealed plans in the UK to integrate augmented reality screens into bus shelters and after significant testing in various outdoor situations JC Decaux are now able to offer this as a product in certain countries. The advantage of applying AR out-of-home is the significant reduction in effort required by consumers compared to in-home applications which require the downloading of software, connection of webcams and often the printing of materials. When adding layers of virtual content onto real world video scenes or vice versa, the creative approach, surrounding environment and OOH consumer behaviour must all be considered in parallel with collaborative mentality from all stakeholders.
The video isn’t as good as it could be but we particularly like this idea which uses gesture sensitive OOH displays in a new way. The dog on the screen reacts nicely or aggressively depending on whether you approach it slowly or with big, fast actions.
Intel demonstrated their Infoscape HD product at the Consumer Electronics Show in Las Vegas. The unit consists of a giant touch screen cube, which is nothing revolutionary but the content element is particularly interesting. On-screen are over 500 content windows each of which features a live stream from the internet. Users can select the windows they want to enlarge and can view many of these enlarged content streams at the same time. Essentially this is down to some impressive computing power and the project could be an indicator of the kind of super-rich content functionality that OOH displays may have in the future.
A pavement slab is being marketed that turns the kinetic energy from footsteps into electricity. The intention is for City developers to use this to power street lights or other public utilities. However advertisers could integrate this into experiential activity, public space installations, or poster sites, possibly containing a real-time display showing the amount of electricity generated or money saved.
The concept has already been tested outside a Tokyo rail station
In the Orange telecoms store in Milton Keynes, UK, visitors are being invited to record footage of themselves performing their portion of a Mexican wave. This can then be uploaded to a videowall screen along with 63 other people to create a full wave. Infrared sensors along the base of the screen detect motion and when a person walks past, the Mexican Wave is triggered and follows the person’s movement past the screen.
When the wave is not on display, consumer created photographs of the town are shown at the time of day that they were taken to create a ‘picture clock’. Poke were the creative agency responsible.
This is a take on ‘laser graffiti’ whereby large scale wall projections show real time, user generated graffiti style messages. In summary the ‘paintbrush’ contains a green LED light which is tracked by a camera/sensor in the projector. Some special software then interprets this & tells the projector where on the surface to display the video.
Google have applied for a patent that relates to their future ability to overlay new ads onto existing poster sites when viewed in their Streetview service. Users could also be able to click through the posters or even buildings, linking them to appropriate websites. Details such as timing, sales mechanic or even likelihood to actually launch have not been confirmed by Google, although unsurprisingly auctions have been mentioned by various parties.
Last year, Google’s Voice technology was used within a campaign promoting the Droid mobile phone. This allowed audiences to leave messages that were displayed on two large screens in Times Square, New York
The COI and 20th Century Fox are two of the latest advertisers to take advantage of our recycling project which allows building wrap style banners to be converted into various types of bags. Record/messenger bags were created from their respective ‘Act on CO2’ and ‘500 Days of Summer’ campaigns
We have even added outdoor ads to furniture whereby backlit skins were heat moulded onto designer chair for use in Virgin Active’s head office
The ‘Bump’ i-phone app is great fun & allows people to send content to each other by bumping their phones together. It uses the accelerometer plus GPS to identify which 2 phones have been bumped at exactly the same time & location & then transfers the content over the 3G network.
An advertiser wishing to share content with an i-phone can of course prompt them to simply search online through media placement (we have some very interesting data about the effectiveness of using posters to drive mobile search). However there could be the potential to set up poster sites that consumers can just bump their phone against to receive content.
Could this be a very nice alternative to using Bluetooth to send content to mobiles ? (Especially being as the i-phone doesn’t really allow Bluetooth downloads)