Outdoor media company oOH! Media has unveiled new interactive advertising panels that combine multi-touch screens, gesture control, voice recognition, web-cams, Wi-Fi and audio.
Outdoor media company oOH! Media has unveiled new interactive advertising panels that combine multi-touch screens, gesture control, voice recognition, web-cams, Wi-Fi and audio.
“The opportunities of how this can be used are limited only by the imagination,” said Brendon Cook, oOH! CEO. “Digital technology has changed forever how we communicate. Our new Excite panels are a major step in oOh!’s digital strategy and accelerate the changes that digital technology is bringing to the out of home industry.”
oOH! is rolling out 50 interactive panels at high traffic spots in 40 shopping centres across the country and has plans to install a further 300 panels. Cook says the retail screens will open new opportunities for brands to interact with consumers in out-of-home environments using touch, gesture, voice recognition and cameras. For the first time, digital advertising will have access to all these technologies across a network that links advertisers and consumers through the integration of the creative with online, mobile and social channels.
“Our management system creates a partnership of technology and content that provides advertisers with new capabilities to connect with consumers and achieve nationally-networked, mass-audience reach."
Village Roadshow is the first advertiser to utilise the next-generation capabilities in promoting its new film release, Pan.
“We’ve spent more than $1 million in the development of the Excite panels which take the out of home industry to an entirely new level and set the benchmark for consumer engagement,” said oOH!’s newly appointed digital strategy director, Brendon Cropper. “We know that interactivity is appealing to consumers from our experience with 33,000 consumers who joined a touch to play game on the screens during a two-week campaign. We’ve packed in all the latest technologies we could to equip brands and their advertising agencies with the opportunity to be creative and develop interactive campaigns with both cut through and reach.”
Cropper said the capabilities could be grouped into three main campaign themes: Fun, Fame and Fortune.
“Fun includes gaming, via gesture control, voice recognition and recording, Fame includes the webcam for photography and Fortune is for competitions that utilise the touchscreen that is linked to a sophisticated computerised back-end. The online functionality enables all campaigns to go viral via uploads and downloads,” Cropper said.
The range of technologies combined within each of oOH!’s Excite panels include: multi-touch screens; Kinect 2.0 gesture control; voice recognition technology; high definition web-cams; Wi-Fi; audio; and networking capabilities.