Advertising Innovation Digital technology apply in Out of Home Advertising (OOH) Industry Abstract Technology is bringing about a change in our advertising choices and the media mix that evolves. Marketers need to be knowledgeable on the latest and greatest in the world of Digital Innovation. There are many ways to get the technologies into an advertising to give deeper impression into customers. At the same time, new technologies can also create different advertising effect and interactive-functions which are impossible realized in traditional advertising formats embedded the brand concept or the product sell point into an advertising. This research describes the simple history of advertising and the current formats of advertising based on technology developments, and it demonstrates the OOH potentials in current market by analysis the data of an OAAA report on advertising markets and an OOH project. It also describes the advantages of the OOH especial in new technology applied OOH. At the end, there are seven cases of digital OOH which are applied with SCM, video detection, shape match and shape recognize technologize. These technologize which describes different ways to use these technologies to improve the effect of advertising concept connect with social network, real word, and game world. These cases indicates the future directions of digital OOH. Intro From visible to invisible, advertising filled every corner of our lives. Each brands tries to use advertising to impress their brand concept to consumers. From street to social networks, from television to film, advertising industry engaged into every life areas. With the developing of digital technologies, the market format has changed, the consumer attentions have been affected by the changing of market. With digital OOH revenue accelerating in the last few years, consumer engagement and expectation has been heightened, whilst clients have sought a more accurate understanding of how it engages people and attracts attention, as well as how it leads to action and interaction with brands. [7] Marketers are trying to use the innovations of the technologies into advertising to attract the consumers and embed the product concept into the advertising; Therefore, this research starts from the history of advertising and current advertising formats. It focuses on the new formats of innovations on OOH advertising and shows

seven cases conceptual OOH. Advertising always develops with technologies-Advertising simple history In the period of 4000BEC Out-of-home advertising is the oldest advertising form. In 18th Century advertising started showing on weeks newspapers. In 19th Century paid advertising emerged on presses, and the first advertising agency set up. Afterwards, advertising grew very fast. 1920s, radio became the advertising media. Then public service advertising started during WW2. Commercial television advertising, Media diversification and Cable television advertising emerged in 1950s, 1960s and 1980s respectively. Accompany with the Internet used in word wide, Internet marking improved in rapid pace.[1]   Current Advertising Type Currently, advertising was separated in two parts which are traditional part and modern part. Traditional part in includes Print Advertising, Billboards, Klosks, Trade-show, Event, Radio Advertising and Television Advertising. Modern parts includes Online Advertising, Covert Advertising, Surrogat Advertising, Coffee Cup Advertising, Digital Out-of-home Advertising, Digital Sinage, Smartphone Advertising, User-generated Advertising. [2] Advantages of Digital OOH advertising In such a mass media society, how to attract consumers’ attention is a new challenge for all advertising-ideas. OOH is a good way of broadcast. OOH advertising has a new form which is digital OOH advertising. It has the advantages as follow: ! They could gain in popularity and effectiveness as a quick way to get

the customers’ attention. ! It is a easy way to embed brand concept into consumers’ daily life. ! It can realize a certain interactive to attain the aim of the

brand-propagation. Digital out-of-home (digital OOH) ads are, by definition, uninvited and unexpected. They invade a new audience space and are, therefore, surprising. In many digital OOH venues, such as in the gym or on an elevator, your advertising has a captive audience for a defined amount of time. These audiences are also often composed of highly desirable demographics. Since digital OOH is place-based, you also have plenty of other demographic data to use to target your advertising. And finally, digital OOH is also potentially the closest form of advertising to the point-of-purchase. [3]

The market potential of OHH Technology developments are expected to make OOH Advertising the most effective of all advertising mediums. Developments in billboards like large-format vertical signs, unique redesigned signs, intricately architectured street furniture for maximum impact and lately digital signage, are helping infuse vigor in the market. Digital OOH advertising platforms enable advertisers to innovate with their themes and messages. A large chunk of future growth in the OOH advertising market is forecast to come from digital OOH advertising, which flaunts the potential to enable advertisers to reach consumers at multiple touch points, context and environment thus amplifying the marketing impact.[4] By choosing digital OOH, clients can customise their messages to location, circumstance, time of day and day of week. Beyond this, it can potentially reach specific viewers, whether through face-recognition technology or through interactive screens. Before long digital OOH will no longer be seen as something special; it will be the norm. People will be able to interact with OOH using their mobile phones or smart phones, combining two of the fastest growing advertising mediums in the world.[7] A set of return on investment (ROI) demonstrates that the ROI of OOH advertising is 2.80 which take the third place in five main media platforms. The media effect of OOH advertising is 2.4 comparing with 2.7 which is almost one third higher in media spend.

Out  of  Home  Advertising  Effectiveness  and  Return  of  Investment  (ROI)-­‐OAAA

On the other hand, OOH take a great proportion of Activation Share. The proportion of OOH advertising spend on share is 6% . The proportion contribute by out-of-door advertising of searching , Facebook and Twitter are 17% ,18% and 20% respectively.

Out  of  Home  Advertising  Effectiveness  and  Return  of  Investment  (ROI)-­‐OAAA

For digital OOH part, US have the highest revenue which is 1,100,000,000 dollars from digital OOH advertising. China has the highest digital OHH percentage of OHH advertising (36%).

Cases of Conceptual Digital OOH Advertising Case1: Solar-driven scroller The German company DISTEC has developed the first solar-driven scroller for OOH advertising. It has four features as follow ! Generates its own electricity ! Zero CO² footprint ! 100% energy self-sufficient system, can be

operated at remote locations ! Answers requirement expressed by OOH

advertising companies worldwide [8] Case2: BMW i Window The BMW i Window Into The Near Future digitally transforms passing cars into the all-electric BMW i3 and plug-in hybrid BMW i8 Concept vehicles — and showcases our vision for the future of mobility. The window also calculates how much money would be saved and how many tons of CO2 emissions we can reduce annually if each transformed car were all-electric. See the window in person at 42nd Street and 6th Avenue, across from Bryant Park in NYC, now through midnight, Saturday, November 17th.[9]

Case3: Buddy Cup The TV Commercial Ad titled The Buddy Cup was done by Agencia Africa advertising agency for product: Budweiser (brand: Budweiser) in Brazil. It was released in the Apr 2013.

Budweiser has unveiled a “Buddy Cup”: a beer glass that connects to Facebook via a built-in chip.

Created by Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo, the glass works by instantly making people friends on Facebook when they toast using the beer glass.

Sergio Gordilho, chief creative officer at Agencia Africa, said: “Innovation is in Budweiser's DNA. Its platforms are constantly surprising consumers with the best there is in terms of premium experiences. The “Buddy Cup” is another idea bringing the brand even closer to its consumers and opening new levels of interaction for them.”

The aim of the “Buddy Cup” is to enhance brand activation and increase the interaction between Budweiser consumers attending the brand’s sponsored parties, concerts and festivals. [5]

Case4: The calorie billboard The idea of exercising OOH for city dwellers generally involves running, jogging or having a brisk walk. AXA the insurance company gave urban exercise a twist by inviting Mexicans to a work-out by physically pushing a billboard. AXA and charity organisation Un Kilo de Ayuda worked together on a public health campaign which sought to fight against obesity and raise awareness about nutrition in Mexico.

Whenever the billboard was pushed, calories were counted and “converted” into healthy meals for children in schools. The campaign “Kilos malos, Kilos sanos” (bad kilos, good kilos) achieved outstanding results – generating over 800 000 calories in 45 days and enabled many children to learn about nutrition in schools.[6]

Case5: Dead Batteries for Dead Batteries Vitamilk, Thailand's leading soymilk brand, has been recharging Thai people for over 55 years, and they wanted to remind consumers of their distinctive recharging power in a new andrelevant way. To achieve this, BBDO and Proximity Thailand built the Vitamilk Recharge Station 'Dead Batteries for Dead Batteries', the world's first signboard that collected dead batteries to create power for dead batteries, reflecting Vitamilk's belief that there is always power within to recharge.

Case6:Coca-Cola Vending Machine

As part of a playful experiment conducted in South Korea, a Coca-Cola vending machine coaxed people to copy the dance moves of the country’s popular boy band 2 PM, in order to score free soft drinks. Thanks to Microsoft Kinect technology, the machine registers what the dancers do — and the more moves they copy correctly, the more Cokes the machine doles out. Watch as everyone from teens to toddlers try to keep up with the rapid-fire movements, including some impressive breakdancing.[10]

Case7: Augmented Reality Music Festival In Shibuya, Tokyo, people who wear headphones (or wanted to try them) were treated to a one of a kind Augmented Reality Music Festival late last year, called the 'Sony Headphone Music Festival', which ultimately expanded to 'Headphone Music Festivals' all over Japan. Agency: Naked, Tokyo

References and links [1] http://en.wikipedia.org/wiki/Advertising [2] http://www.buzzle.com/articles/different-types-of-advertising.html [3] http://www.imediaconnection.com/content/21290.asp#multiview [4]http://www.prweb.com/releases/ _advertising/transit_advertising/prweb10888285.htm [5]http://www.thedrum.com/news/2013/04/26/budweiser-unveils-buddy-cup-beer-glass-which-connects-facebook [6] http://www.jcdecaux-oneworld.com/2013/11/out-of-home-workouts/ [7] 2011 global digital out of home handbook- kinect’s overview of the global digital out of home marketplace [8] DISTEC company [9]http://www.youtube.com/watch?v=12B63umLkWU&list=PLzgoLd4TRmNpcSEdtUpNQLVBeJK_cq6pO [10]http://www.coca-colacompany.com/stories/coca-cola-vending-machine-gets-people-to-bust-a-move