Innovation and creativity in digital signage is the focus of the debate at the 3rd edition of DinamicaDS

The creatives Raúl López del Castillo of FullSix, Javier del Río from SRBurns and Fred Bosch from Hello Lola, met yesterday at the Tecnilogic headquarters in Madrid to discuss the impact of digital signage campaigns, the existing contradictions between the idea and the realization of the project and the search for interactivity to attract the user's attention.

Yesterday the third edition of DinamicaDS was held, open debate and analysis forum that brings together professionals related to development, integration and technical and commercial application of digital signage solutions and circuits.

Organized by PosterDigital, with the participation of IAB Spain, to this meeting, held at the offices of Technological in Madrid, The creatives Raúl López del Castillo from FullSix, Javier del Río SRBurns and Fred Bosch of Hello Lola, that addressed the topic of innovation and creativity in the development of digital signage projects. A meeting that was moderated by Daniel Seuba, product manager de PosterDigital.

The meeting began with a presentation of different success stories in which different campaigns carried out on dynamic screens that sought user reaction and interactivity were highlighted..

The objective of interactive screens is to turn a story into an experience that brings it closer to the consumer and gets the brand message across to them.. As Raul López indicates, “interactive screens at the point of sale reflect the brand image. The message is also perceived when you see someone else live that unique experience.”.

Achieving this interactivity is the great challenge that these creatives face, agencies and media. Besides, The latest trends point towards the integration of these digital campaigns combined with social networks. “All brands want to be present on Facebook and we must take advantage of this medium to achieve greater social projection”, explica Fred Bosch.

The objective was to highlight how important the 'creative idea' is, but for the campaign to be effective there must be a union between all the parties involved in the project..

“It is very difficult for an idea to move forward if all the parties do not work together.”: agency, customer, media center, etc”, comments Fred Bosch from Hello Lola. Or as Javier del Río explains, the Sr. Burns: “An innovative idea is nothing without an engineer behind it who knows how to execute it.”. The first thing is the idea, it's the basics, and then you have to find the team to make it grow and work together”.

The creatives highlighted that this union is not always real and that on many occasions clients have made an investment in technology and want the ideas to adapt to the supports they already have..

“It is very difficult to create content to support. This must have a minimum of flexibility to adapt as much as possible to the idea.. In the cases that we have presented, the support is configured so that the idea works on it. However, “What we usually find is zero flexibility.”, clarifies Fred Bosch.