Out of Home Advertising Gets Personal and Social
Is personalization becoming a reality in out of home advertising? Two technologically driven companies, who recently presented at Ad Tech in New York, could be selling the next generation of personalization. Tucked away amongst hundreds of booths in a discreet corner of the Ad Tech exhibit hall were Aerva and Multitaction. Both companies present cutting edge options for out of home marketers.
Multitaction has built the coolest toy in the business for out of home advertising, it is offering an interactive table size digital display, it’s the type of thing you would see in the latest James Bond movie or forensics TV show where they main characters work in a high tech laboratory.
If you visit the Multitaction website, you’ll see that they claim to have the most advanced interactive out of home displays available. So their technology registers hands rather than points, allowing for richer and deeper interactions. It also allows for multiple users to work and “play” at the same time, even though they make it seem like it’s a business tool. The Multitaction cells are able to detect every object and 2d barcode placed on the screen. You can even write, draw, and sketch with an IR pen.
Here is a super amazing list of capabilities and features:
Unlimited number of users
Any size and any shape
Superior picture quality
Ultra thin bezel
Immune to external light
Any operating system
Any development platform
Here’s a cool video of one of the fancy pants video iWalls.
Imagine a point of purchase display that talks and display video and you’re envisioning Aerva’s AerWave Software Platform.
Anheuser Busch recently signed a deal to use Aerva’s AerWave software platform to manage out of home advertising content across AB’s entire network of 1,000 Digital Coolers in local retail locations.
Now from a marketing point of view, Aerva, a private company based in Cambridge and founded by MIT alumni, provides visibility to brands with access to real-time interactivity between social media, mobile and digital display networks in ways to create engaging methods of communication.
The software is powered by the cloud which allows multiscreen networks to effectively run data instantly and flexibly. This makes Aerva ideal for a variety of marketing strategies that were previously impossible to implement effectively. That’s why the Aerva platforms are available in several software options to cater to the specific needs of the client, including a hosted Web application or Software as a Service.
Their moderation engine can check photos taken at real-time event to guarantee that the image meets the brand’s specifications, and then the secure images are then posted onto the electronic billboards along with a personalized message. The results speak for themselves.
It’s an ideal option for many circumstances, which is why their client list is full of many impressive names, such as Taco Bell, Yahoo, Department of the Navy, Kodak and Beats by Dre.
Definitely keep an eye for both of these companies, they are dictating the trends of digital display and personalization.