Multi-device interactivity in real time with the user, the DooH media challenge

A digital outdoor advertising screen can offer, definitely, huge possibilities, mostly yet to be exploited, in terms of user experience; feedback from systems and interactivity with the audience in real time; in value creation for advertisers…, all with a profitable business model. A debate that has focused the second edition of DinámicaDS with the experience of Clear Channel Spain and Callao City Lights.

The interactive possibilities offered by digital outdoor advertising media (DooH) has focused the debate of the second meeting of Dinámica DS, organized by PosterDigital (Technological) and the participation of IAB Spain, with the experience provided by Arantxa Pérez, director of digital intelligence at Clear Channel Spain, and Alvaro Martin, responsible for communication and content in Callao City Lights.

With more than 4.000 DooH screens in different formats distributed throughout the world, of which seven hundred correspond to Spain, con 5.000 national support, The head of the Spanish subsidiary of Clear Channel stressed that outdoor digital advertising systems are much more than “a billboard with moving images”.

An example of this is one of the latest projects carried out by the company in the Port of Barcelona., with large format screens in one of the most important tourist areas of the Catalan capital, and the pilots that are being carried out in two Spanish shopping centers using the network provided by Bluetooth or beacons (until 50 meters of range) to create smart content, on demand, for the user through the apps they have on their own device.

“We are working hand in hand with app developers,” explains Pérez.- to provide our supports with this technology, that allows extracting user information, smart data, through a CRM developed by Clear Channel that is integrated into the applications that the user has on their device when they want to interact with the system, creating anonymous IPs that allow you to enrich and generate specific content for a specific audience or modify it at a specific time of the day, increasing by ‘n’ the possibilities of impact and ROI of advertisers”.

In the international arena, Another possibility is to work in streaming so that the user interacts naturally with the screens.. “This type of action serves precisely to show people and advertisers the possibilities that the medium offers for impactful and specific actions,” Pérez points out.. One problem we encounter is people who know how to deal, know and use the digital medium, because they are usually left with a digital screen connected to the Internet, without further ado. The medium has more advertising variables with target identification, content identification for a group, modification in real time,…which offers many more guarantees to the advertiser”.

In this line, the person in charge of Callao City Lights, Alvaro Martin, emphasizes that “the data on the impact and effectiveness of advertising or the message that was initially believed with digital screens has not yet been reached.”, largely because there is no match between the message and the support, with professionals specialized in DooH format”.

Callao City Lights is based on the New York model, although at a lower level in terms of deployment of external visual supports: a square in the center of the city, with intense human traffic, where multiple activities occur that are shown on screens and capture people's attention, who participates through social networks and devices, creating an interactive and positive user experience (more information at Digital AV Magazine).

In this sense, Martín assures that “for us it is essential to master the generation of content adapted to the specific audience. Our main target is an audience that interacts through social networks and that is why we adapt the message, with quality content, to format to connect, with real interactivity, innovation and technology; with mobile devices, screens and social networks”.

One of the novelties in this sense is “the real-time updating of the contents, which is carried out by the advertiser himself through an application that we have created. “We have also eliminated the barriers of modifying the content that appears on the screen through hastags for real interaction with the user”.