The growing popularity of digital outdoor products was highlighted at the annual outdoor advertising show, Inside Outdoor.
During the show, held at Islington’s Business Design Centre, a broad range of delegates including outdoor specialists, advertisers and media and creative agencies discussed new developments in outdoor and ambient media.
Digital technology was at the heart of proceedings and despite Viacom Outdoor’s failed projection project XTP, digital developments look set to dominate the sector in the coming year.
The show highlighted a variety of digital outdoor platforms including video screens on hand dryers and petrol forecourt and shopping centre TV. I-VU also demonstrated its new interactive television screens designed to bring interactive advertising to hair salons, making awkward conversations about holidays a thing of the past.
Hi-Tech Solutions also showcased its LCD screens on washroom posters which allow advertisers to send up-to-date messages and promotions to consumers.
The growing popularity of these new digital mediums prompted David Tobin, associate director of MediaCom to call on the industry to develop a standard audience measurement system.
Commenting on the emergence of digital outdoor formats, Rick Weir, marketing director of Hi-Tech solutions, said: “It’s not a question of if, but when Bladerunner street scenes will become a reality. Second generation digital outdoor formats have better technology and are more thought through. It’s time to think way beyond just paper and paste.”
The show’s organiser, Ross Broadstock, added: “Outdoor in all its colours has serious pulling power. The effort of the exhibitors was well rewarded with over 1,000 qualified delegates.”
