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

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.