In the past, outdoor advertising relied on printing technology and manual methods, such as paper or vinyl billboards and posters put up by workers, which required a lot of effort and time. Nowadays, outdoor advertising has developed with digital technology, such as Digital Out of Home (DOOH) which uses LED billboards and digital screens. This technology allows content that is dynamic and interactive and can be changed quickly. Examples include large LED screens in Times Square and the use of augmented reality (AR) and virtual reality (VR) to create immersive experiences for audiences, such as Pepsi's AR campaign at bus stops. Forms of Creativity in Outdoor Media.
Creativity in outdoor media advertising does not only depend on technology, but also on interesting and innovative ideas and concepts. Some forms of creativity that are often used in outdoor media include:
The use of three-dimensional elements on the videotron aims to create attractive and striking visual effects. For example, the image above shows a soccer game where a player is kicking the ball towards the goal, but the ball looks like it is coming out of the LED screen. This three-dimensional advertising broadcast was played on EYE's LED screen located on Boulevard Kelapa Gading.
At an exhibition event, there was a travel agency booth that presented interactive advertisements that combined sensor or touch screen technology, allowing viewers to interact directly with the advertisement. In this image, a screen can be seen showing the atmosphere above the clouds, as if the audience is on their way on vacation. Visitors can feel the sensation of flying to a holiday destination, making the experience more immersive and interesting.
Using environmental elements to convey advertising messages can have a stronger impact. One example is using open areas as advertising objects, such as public seating which is transformed into a chocolate bar using stickers. This makes the seat look like the product being advertised, attracting attention and creating a lasting impression on those who see it.
EYE is one of the companies that combines advanced technology with high creativity in outdoor media advertising. Some of the technologies used by EYE include:
Large digital screens with high resolution that can display advertising content dynamically and in real-time are one of the latest innovations in the advertising industry. This screen is not only capable of displaying images and videos with extraordinary clarity, but can also update its content instantly according to the latest data or conditions. With this capability, displayed ads become more relevant and interesting to audiences, allowing advertisers to communicate more effectively and responsively. For example, ad content can be changed based on the time of day, the weather, or even specific events currently taking place, providing a more personalized and contextual experience for observers.
Technology that allows advertisers to buy advertising space automatically and target specific audiences based on data and algorithms is a breakthrough in the world of digital marketing. This technology, often known as programmatic advertising, uses automation systems to manage the purchase of advertising space in real-time, optimizing a process that previously required time-consuming manual negotiation and planning. By leveraging audience demographic, behavioral and preference data, as well as advanced algorithms, this technology can ensure that ads are displayed to the most relevant and potential audience segments. This not only increases the efficiency and effectiveness of marketing campaigns, but also allows advertisers to reach their targets more precisely, reduces advertising budget waste, and increases return on investment (ROI).
Analytics software helps advertisers measure the effectiveness of advertising campaigns by monitoring data such as the number of impressions, interactions and audience demographics. This tool is essential in modern digital marketing, providing deep insight into ad performance and reception by target audiences. By tracking impressions, interactions (clicks, shares, comments), and demographics (age, gender, location, interests), advertisers can ensure their ads reach the desired market segments. These tools allow advertisers to make better decisions and adjust strategies to increase campaign effectiveness.
EYE is known for its innovative way of designing creative Out-of-Home (OOH) campaigns. By adopting the latest technology and conducting comprehensive data analysis, EYE is able to create effective marketing strategies and attract the attention of a wide audience. Their campaigns often combine striking visual elements, interactivity, and integration with digital platforms, creating memorable experiences for observers. EYE's success in this area not only strengthens the brand message but also increases consumer engagement and produces outstanding marketing results. Some examples of creativity applied by EYE are:
Create advertising installations that allow audiences to experience unique and interactive experiences. For example, an AR installation that turns a street scene into a virtual world full of advertised brand elements.
Use content that may change based on time of day, weather, or location. For example, cold drink advertisements are only shown in hot weather.
Uses data to show personalized ads based on audience profiles. This can be done via digital screens equipped with sensors or facial recognition technology.
In the ever-evolving world of outdoor media advertising, the combination of advanced technology and innovative creativity is the key to attracting attention and creating a significant impact. EYE has shown that by leveraging technology such as digital billboards and programmatic advertising, as well as implementing fresh creative ideas, outdoor advertising can become more effective and attractive to modern audiences.
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