Are screens the best form of advertising?
You might think so given the growing number and their locations. But they are not happy just passing on the message for marketing campaigns: now they are outstanding sales reps! We no longer count the “wall as mall”, these walls of images have transformed into shops. Now present in city centres and in the underground, they allow consumers to do their shopping for the evening meal and to get it delivered within the hour. A few years ago, the American fashion brand KATE SPADE SATURDAY set up 5 screens in New York in order to test the best locations. Since then, window shopping has taken on a whole new meaning…
What if your next advertising campaign lit up car windows?
Good locations are always expensive and advertising is no exception to the rule. Except perhaps thanks to GRABB-IT, a San Francisco based start-up which can transform car windows into digital advertising displays. Equipped with advertising technology, the vehicles can access the most frequented areas of town and even park there. The effect produced by this type of technology is stunning: passers-by are immediately captivated. The data reassures advertisers, especially because the technology allows them to count the number of views and conduct real-time monitoring of the campaign’s effectiveness.
Even a fridge can become a channel of communication!
WALGREEN, one of the world’s largest pharmacy chains, has been testing smart coolers for several months. The principle? The whole glass surface is actually a screen which presents the products on sale inside. This representation of the products, called a planogram, offers two advantages. The first is in terms of visual merchandising: all the products are neatly displayed and offer real time pricing and promotions. The second is that the screens are equipped with sensors which analyse faces and buyer behaviour to provide ever more accurate data to retailers. The aim is to be able to “animate” the screen in order to promote products that match the person standing in front of it. And why not depending on their mood or their client VIP status? Personalised and emotional tracking which could take the customer experience and relationship into a new dimension. Increasingly innovative, the screen has not finished being the most prominent advertising tool for brands and retailers!