Page 22

THE MEDIA NOV_2018 - TMOL

OOH TECH documenting and promoting the experiences that attendees were having, merging OOH advertising with the digital space. Social media and OOH together also played a huge role in Blue’s campaign to promote the returning Survivor South Africa television show. A live show was hosted atop a billboard, which contestants stayed on for three days, and even the challenges took place from up there. Live social media streaming gave exposure to the show, as did interactions with viewers on social media platforms. Bringing adverts to life Augmented reality is another tech advancement that could add even further value to OOH advertising in future, though it is still fairly new both locally and internationally, with not much use by OOH players. Michael Sacks, founder of 3rd Eye Media, which also dabbles in hologram offerings, explains: “I can only really see augmented reality changing the OOH advertising spaces when people are wearing wearables, like glasses that connect to your phone, which allows them to see digital print and whatever has been augmented over it. No one is going to be walking around seeing the real world through their phone.” The company has been using AR tech to bring a new dimension to advertising, but it has mainly been in print. One of their campaigns was a mock-up for ProNutro, which featured Siphiwe Tshabalala on their product boxes. When shoppers held their phones over the box, the clip played of Tshabalala’s famous goal from the 2010 World Cup versus Mexico. Another was for a newspaper, which brought to life a photo of the Cape to Rio Yacht Race, playing a video when readers held their phones over the image. Sacks adds, “AR requests are usually in conjunction with a main feature hologram for a client. No one emails me and says ‘Mike, you need to build me an augmented reality app’. It’s people looking only for holograms.” He identifies gaps in the required infrastructure and costing as the biggest impediments to AI usage, but adds that local development has now begun, reducing the costs and over-reliance on foreign third party service providers. South Africa on par with international markets Unlike some other advances in tech, where South Africa lags behind the rest of the world in introducing it, the local market is on par with any OOH technology being rolled out elsewhere in the world. “There is nothing overseas that we have not done in South Africa. The scale in Asia, Europe and the US is just so much bigger, which is due to audience size and value,” Berry says. Advances in different technologies are a positive thing for industry players, consumers, and clients, because it leads to a better understanding of what everyone wants and provides more value. As Brown says, “The future of OOH advertising will be in its ability to integrate data and provide tangible ROI on campaigns.” P 20 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above