Over the course of the past six months, we’ve continued to invest in technology and talent to expand our video production capabilities at Definition 6. Following the acquisition of Creative Bubble back in August, and leading up to the recent launch of the wildly popular Coca-Cola “Happiness Machine” viral video, we’ve seen increased demand across our client base for video production services as part of the integrated interactive marketing programs we provide.
We’re actively working with several long-time clients to help them develop and deliver video across broadcast, Web and mobile channels – the three screens. While there is no question delivering content across these channels drives significant ROI for our clients, we’re also seeing demand spike for channels that extend beyond the three screens.
Enter the Fourth Screen
Next time you’re out and about, keep your eyes peeled for monitors, LCDs and other screens as you go about your day. You’ll be surprised where these screens show up: airport terminals, taxis, grocery store checkouts, ATMs and even the bathroom. What you might not realize is a lot of those screens are already – or quickly becoming - part of integrated digital-out-of-home (DOOH) advertising networks. These networks enable brands to reach consumers with incredible precision, but also present new opportunities for creating immersive brand experiences.
Digital out-of-home advertising is great for targeting audiences for the obvious reasons –marketers can deliver content to specific places at specific times. The benefits of DOOH advertising go far beyond those of geographic targeting. Take for example the emerging behavioral or interactive components – being able to tap into lifestyle patterns, or to encourage consumers to interact with your advertising content through other technologies like mobile devices.
Beverage brands can penetrate the nightclub scene through displays in bars at 2am on weekend nights. Restaurants can reach tourists through the screens in the back of NYC taxi cabs. Airlines can reach business travelers in the terminal during excessive flight delays. And lotteries can post the latest jackpot value on the screen at checkout.
As far as interactivity goes, several major brands have recently started leveraging mobile devices, social networking sites and video cameras to pull consumers into an advertisement. Text a special code and see your message on the screen. Stand in front of a display and a camera puts you in the advertisement. This type of interactive content is transforming the way brands interact with consumers beyond the reach of broadcast, Internet and mobile media.
These are might seem like obvious applications of DOOH targeting, but only a handful of leading brands have begun integrating the 4th screen into their interactive marketing programs. You can expect more and more brands to take advantage of DOOH advertising, particularly as more organizations look to more integrated interactive marketing efforts.
We’re actively working with several long-time clients to help them develop and deliver video across broadcast, Web and mobile channels – the three screens. While there is no question delivering content across these channels drives significant ROI for our clients, we’re also seeing demand spike for channels that extend beyond the three screens.
Enter the Fourth Screen
Next time you’re out and about, keep your eyes peeled for monitors, LCDs and other screens as you go about your day. You’ll be surprised where these screens show up: airport terminals, taxis, grocery store checkouts, ATMs and even the bathroom. What you might not realize is a lot of those screens are already – or quickly becoming - part of integrated digital-out-of-home (DOOH) advertising networks. These networks enable brands to reach consumers with incredible precision, but also present new opportunities for creating immersive brand experiences.
Digital out-of-home advertising is great for targeting audiences for the obvious reasons –marketers can deliver content to specific places at specific times. The benefits of DOOH advertising go far beyond those of geographic targeting. Take for example the emerging behavioral or interactive components – being able to tap into lifestyle patterns, or to encourage consumers to interact with your advertising content through other technologies like mobile devices.
Beverage brands can penetrate the nightclub scene through displays in bars at 2am on weekend nights. Restaurants can reach tourists through the screens in the back of NYC taxi cabs. Airlines can reach business travelers in the terminal during excessive flight delays. And lotteries can post the latest jackpot value on the screen at checkout.
As far as interactivity goes, several major brands have recently started leveraging mobile devices, social networking sites and video cameras to pull consumers into an advertisement. Text a special code and see your message on the screen. Stand in front of a display and a camera puts you in the advertisement. This type of interactive content is transforming the way brands interact with consumers beyond the reach of broadcast, Internet and mobile media.
These are might seem like obvious applications of DOOH targeting, but only a handful of leading brands have begun integrating the 4th screen into their interactive marketing programs. You can expect more and more brands to take advantage of DOOH advertising, particularly as more organizations look to more integrated interactive marketing efforts.
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