Archive for August, 2009
For those unfamiliar with the technique (what? you’re not infatuated with Surrealism circa 1920?), textual cut-ups are basically like a word collage, pulling from disparate sources in a random manner determined by the author(s). William Burroughs is often cited as the daddy of the movement (taking in every connotation of the term ‘daddy’), but Kurt Cobain was said to have used the technique as well (albino/mosquito/libido, anyone?).
In any case, my favorite Wiffiti screens are typically ones who bring back the cut-up technique in all its Surrealist glory. Take, for instance, the It Really Gets My Goat screen.
But I think a lot of brands could benefit from a little more whimsy…
MediaPost’s Online Media Daily featured a piece this morning highlighting the fact that regular mobile phones (those “which do not have operating systems of offer the same range of functionality as smartphones”) are working to keep up with the likes of the iPhone and BlackBerry. The article notes that while “feature phones” are slowly losing ground to smartphones, they still hold a strong lead in market share – 72%.
So we’d like to use this opportunity as a reminder to those looking to add interactivity to their digital out of home campaign: no smartphones, no custom apps, no true OS? No problem. All you need to interact with the LocaModa platform is a text messaging plan (US only…for now).
I’ll admit that the majority of LocaModa employees have iPhones (with a BlackBerry or two in the mix). But that doesn’t mean we don’t build our platform with universal compatibility in mind. We even have a few feature phones sitting around the office for testing.
Sure, writing a custom app (like Jumbli for the iPhone) to integrate into your DOOH campaign will enhance some interactive experience, perhaps providing revenue opportunities and – of course – plenty of buzz. But when it comes down to it, the good ol’ text or photo message is all you need to extend your interactive media to audiences beyond the web.
Above, LocaModa’s test cell phones. Shown with original iMac puck mouse to illustrate age of technology.
A brief introduction: Hi there. I’m Gabi Schaffzin, Director, Creative Development at LocaModa. I’ll be posting alongside LocaJayne on The Web Outside. Feel free to bug me with questions or comments about anything; I’ll gladly talk digital, creative, dooh, sports, food, movies. Whatever you’d like.
Enough of about me, though:
Now that the highly touted Arbitron Out-of-Home Digital Video Display Study has been out for over a week, we here at LocaModa thought it was about time to chime in.
If you haven’t seen it yet, the aforementioned study can be found, free, online [pdf link]. It gives a great overview of the number of American adults who recall seeing a digital out of home display in the last month (spoiler alert: 67%, or more than 155 million). While these figures have lead to an overwhelmingly positive industry-wide reaction (and deservedly so), we think it’s time to start asking some harder questions. Bill Gerba begins to scratch the surface when he notes that this study will not “put to rest any lingering doubts over our medium’s viability as a communication channel.”
Over 155 million seeing your screen is great. But do they see your content? Do you even know who is seeing it and when? And if so, do they find it relevant? Neither a large study, nor a recorded stream of viewers looking at your screen could provide this level of granular insight. Instead, it is making sure your screens are dynamic and interactive that will get you there.
Digital out of home provides us with the greatest mix of television’s attention-grab and the web’s contextual relevance and measurability. We know that. But are we taking advantage of it? Arbitron’s study was a great first step to understanding who may be looking at DOOH screens. As Mr. Gerba puts it, “it’s solid research from a reputable firm.” But it’s up to the networks and content developers to bring the granular – and extremely necessary – analytics to their screens, be it through mobile, physical, or online interactivity.
The following is a special guest post from LocaModa CEO, Stephen Randall.
The primarily Generation X/Y-ers, i.e. “Connected Class” seamlessly move from TV/DVR to web to mobile phone. In this multi-modal and user-centric world, they expect to control and effect how media around them is served in personalized fashion. When they are away from their desks or couches, their mobile phones act as umbilical chords to the web, connecting to their media and services such as Facebook and Twitter and in some cases, their Tivo/DVR.
Today’s audiences expect to control the media around them; however, content cannot and should not (for legal as well as user experience reasons) be pushed to users on their personal devices such as mobile phones. Content must instead be pulled by the user, via an opt-in action. These requirements present a challenge but also an opportunity for DOOH networks to bridge the gap between on-line and off-line worlds by acting as a proxy for content and social interaction using DOOH placed based screens.
Read the rest of this entry