The Road Ahead

Few, if any, ad­here and em­ploy in­ter­na­tional stan­dards man­dated by the rules gov­ern­ing the world of Out-of-home ad­ver­tis­ing like Chairman & CEO of Pikasso. caught up with him upon his re­turn from Barcelona where he com­pleted his two-year term as Pres­i­dent

ArabAd - - CONTENTS - An­to­nio Vin­centi:

An­to­nio Vin­centi, Arabad

above and be­yond this – it of­fers all the pos­si­bil­i­ties of en­gage­ment.

There are two key words in the DOOH space; firstly – en­gage­ment. Dig­i­tal ex­ists to of­fer a wide range of en­gage­ment pos­si­bil­i­ties through NFC and QR Codes; Bea­cons; Vir­tual and Aug­mented Reality. Se­condly, it of­fers rel­e­vance through re­al­time cam­paigns that are con­tex­tual. What is im­por­tant to­day is to con­vey rel­e­vant and con­tex­tual mes­sages in real-time. OOH has suc­cess­fully evolved be­yond a one-way method of com­mu­ni­ca­tion.

To­day, Dig­i­tal Out-of-home is the only medium that can de­liver in real time and even within a few sec­onds, a large broad­cast for a cam­paign. So far we’ve had a num­ber of rel­e­vant and con­tex­tual cam­paigns in Lebanon, such as the first weather-ac­ti­vated cam­paign for Dun­lop tires that was dis­played for the first five days of rain in Fall 2012.

I am ea­gerly wait­ing for Le­banese cre­atives and clients to un­leash their imag­i­na­tive po­ten­tial and looking for­ward to hav­ing buzz around a new dig­i­tal cam­paign ev­ery week.

At Pikasso, we have in­vested mas­sively in our dig­i­tal roll­out and by the end of this year, will have 35 Large For­mat LEDS in the streets. We have a ded­i­cated con­trol room mon­i­tor­ing our LEDS and the ca­pa­bil­ity to broad­cast cam­paigns im­me­di­ately.

Thanks to real-time broad­cast cam­paigns, OOH touches peo­ple on the move. All the re­search shows that OOH, par­tic­u­larly DOOH, drives on­line sales, which is why DOOH is the me­dia of the fu­ture.

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