A major benefit to outdoor bulletins transitioning from vinyls to digital is the immediacy in which creative can be changed. MediaPost reported on a British Airways digital outdoor campaign that reacts to planes flying above the displays.
The outdoor company, Clear Channel, has a new “Storm” digital network in London. It launched in October and has been positioned along the busiest streets and highways in London.
British Airways’ campaign utilized the boards so that when a plane flies overhead, creative of a child pointing at the plane is displayed along with a detailed message with the flight number and destination. MediaPost gives the illustration of “Look, it’s flight BA430 Amsterdam.” Following this message are other creative displays that list facts or attractions of that certain destination. This campaign is possible by using surveillance technology and flight schedules to anticipate when a flight is above the outdoor board.
Being able to reach consumers in real-time can be a challenge for advertisers. By utilizing new technology and thinking outside-the-box, surprise your audience and give them something to talk about.