With dimensions of 7, 29 × 2, 54 meters and a 416 × 1.136 pixels resolution, interactive LED display that Clear Channel has opened in Madrid's Fuencarral market, one of the axes of leisure with greater influx of capital, is already operational so that the advertisers interact with consumers through Mobile Connect platform.
Within the framework of the event Play on! 2014, which has recently met to references of the advertising industry to analyze the new technological trends of digitization, mobility and interaction, the outdoor advertising specialist Clear Channel it officially presented its new project digital dooh, called 'Play Fuencarral', starring a large format LED display (7, 29 × 2, 54 meters), supplied by Led&Gowhich is located in the Fuencarral market, an area in the Centre of Madrid's leisure and shops with an estimated audience of 475,000 people per month.
416 x 1,136 resolution pixels, this large-format screen will be operational 24 × 7, to continuously show both stills and videos of advertisers and information of interest to the thousands of tourists and citizens who pass through this axis commercial that links the popular neighbourhood of Chueca and Malasaña.
As explained in its opening Eduardo Ballesteros, commercial managing director of Clear Channel, "commercial communication which we are demanding advertisers currently goes beyond responding to the traditional concepts of coverage, targets," impacts, display, etc. It is clear that these parameters have to be successfully covered in any advertising campaign that boasts, but the reality of media consumption makes us see that they are insufficient. With digitization, mobility and interaction patterns have become more complex and the media have to respond to this complexity".
This new project is the responsibility of Play, division specialized in digital signage solutions from Clear Channel, which currently has a base in Spain of 635 Full HD screens in shopping malls and 28 located digital monopoles in the major arteries of exit and entrance to Madrid, Barcelona and Valencia.
Mobile Connect initiative
In this sense, one of the advantages that this LED display offers to advertisers is the ability to interact with its consumers through Clear Channel Connect mobile technology platform, one of the latest releases of the company to connect the world in which consumers move online and offline using the QR and NFC technology to foster this interaction.
"The only way that has a brand to differentiate itself - said Ballesteros - is to establish unique links and emotional experiences with its public objectives. We think that the experience Fuencarral responds to this interactive multimedia and these brand experiences that today pursue advertisers."
. Although it is not the only innovative system which has the company, for example, through Play Malls offers a digital network present in more than 600 screens scattered throughout the malls, as well as a network of screens that produce millions of impacts is manuals in the vicinity of the main points of entry and exit of Valencia, Barcelona and Madrid.
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