Digital & Touch Screens

Touch screen adverts take it to a whole new level of interactivity, they are one of the most expensive ways to create interactivity in advertisements but they could also be one of the more rewarding. This type of technology is generally used in bus shelter screens, aiming at commuters who have time to use waiting for their transport to arrive. Bus shelters are the ideal sizes and locations to gain maximum interactivity levels. People waiting for buses or trains either read, listen to music or look around, advertisements get views in these situations because of the boredom of commuters while waiting. To give the traveller an experience with the brand bus shelters are becoming digital, housing games and film trailers for people to play and watch. More and more companies are beginning to utilise the technology from Yell.com to Cadbury. JCDecaux created the advertising campaign for Cadbury’s Crème Egg which included touch screens integrated into bus shelter 6 sheets for 4 weeks from the 12th of January. They branded the whole bus stop covering it in vinyl stickers. The campaign generated dozens of responses from blogs and industry websites, it also caused people to comment on the campaign on ‘Twitter’ and upload 5 user-generated videos on ‘YouTube’ gaining over almost 8,000 views. Jodie Bates (2010), brand manager at Cadbury commented

“We wanted our out-of-home to bring to life the playful nature of the Crème Egg brand, and this interactive screen campaign was the perfect solution. It amplifies the rest of our media and ensures that the consumer continues to have fun with our product”

Because the Crème Egg is only released during Easter the campaigns need to be noticed, the touch screens were not the only way that Cadbury advertised the Crème Egg, but as Jodie Bates says it amplified the rest of the campaign elements.
The expense of the screens needed for these kind of advertisements means they cannot be placed all over in every bus stop, but digital campaigns benefit from the amplification effect mentioned in ‘Advertising is Dead: Long Live Advertising’ by Will Collin and Tom Himpe (2006). Unconventional advertising methods stand out to the people who see them, when they experience something they see as cool or different, with the help of mobile technology and internet social sites, people tell others about it, who could possibly tell others. Also the most unusual and popular campaigns are, the more media write a story about the campaign creating more of an extended audience for the campaign. The OAA Digital Media Group compiled a survey on advertising awareness. They created a campaign called ‘Don’ run exclusively on digital screens, it consisted of a 10 second advert that requested viewers to remember a “funny green guy”. The OAA listed positive results stating that

“The key findings were that despite using a previously unknown character after 4 weeks of running the campaign, the research showed that 10.1% of all adults remembered seeing the campaign. Eight weeks after the campaign had continued to build awareness levels and this figure rose to 16.4% of all adults.”

The research also found that people found that digital screens were ‘a good idea’, that ‘movement on the screen catches my eye’ and the screens are ‘informative’ and ‘entertaining’. The research constructed by the OAA has backed up that digital is a good way to advertise and that people do pay attention to these types. It was also found that people would like to see more digital screens about. Digital screens allow advertisements to be changed at any time which means it is not the same advertisement being displayed for days on end like with billboards.

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