THE ERA OF CHANGE
We live in the era of change, in a space of multiple transformations. If we compare the current scenario of the advertising and marketing market, we find that from the 20th century to the 21st century the media have evolved and multiplied. People have reshaped themselves in their ways of thinking and acting. Consumers have become more impatient, interactive and difficult. The market has become more competitive and the competition increasingly aggressive.
All this process of growth and change in the various sectors of society, leads the advertising market to reinvent itself. There are manifold possibilities of working a brand, for a consumer who is saturated with old models considered older.
All the technological transformations added to a more impatient posture of the new consumer reformulated the information value chain itself.
THE MODERN ADVERTISING
Modern Advertising had its origins in Portugal around 1915, and since that date has been slowly evolving influenced by the economic, political and social environment of Portugal.
Thus appeared new forms of communication, such as Billboards. Today, more and more, the streets are invaded by advertising. We are now confronted with a panoply of images strategically placed along the traffic lanes and waypoints to capture the attention of an increasingly distracted individual.
But, what exactly is a Billboard ? And what’s the use?
In short, a Billboard is an advertising exhibitor that can acquire different dimensions, usually provided with glass in order to communicate / advertise different contents.
It can be said that billboard appeared in the first half of the twentieth century. Due to the illiteracy of populations, billboard was the first form of advertising used to disseminate information to the general public.
It contained only one image and a short sentence, meaning that people would keep the represented product in memory.
At present, what we see is a technological evolution in all the media and billboard has not lag behind in this development.
DIGITAL BILLBOARDS appeared, in which the poster was replaced by dynamic advertising display (animations, videos, images, among other multimedia contents).
These so-called digital interactive billboards can nowadays integrate different components and applications that allow them to exert practical and interesting functionalities, interacting autonomously with the user.
COMPONENTS AND FUNCTIONALITIES DIGITAL BILLBOARDS BY PARTTEAM & OEMKIOSKS
Designing and creating a campaign or interaction with an interactive billboard is a challenge. However, it is not impossible.
PARTTEAM & OEMKIOSKS, a Portuguese company that manufactures multimedia kiosks, we develop customized interactive billboards with different components that can be integrated into this digital communication , such as:
- Touch screen ;
- Wifi connection;
- Remote Management;
- High brightness display ;
- Sound column ;
- Ventilation and air conditioning system ;
- Glass with treatment;
- Protection against vandalism through high security locks;
- NFC and proximity reading.
The functionalities of digital billboards from PARTTEAM & OEMKIOSKS are many but we highlight some such as:
- Wayfinding – System that helps to guide the users in different environments;
- Advertising / Advertising
- Realcatcher – Software that allows audience measurement;
- YPortal – Local Tourist Information Office;
- Integration of any application;
- Wifi Hotspot;
- Ysnapshot – Software for Selfies, allows you to take photos and capture videos in real time and allows sharing via email or on social networks;
- Clusterwall – Interactive hub of digital and multimedia content;
- Urbiotic Wifi – Charging smartphone / tablet.
All this will lead to a more efficient use of sites and buildings, which can produce a more accessible development that meets the needs of users.
With the advancement of technology, there is greater adherence to digital media by consumers, especially those of generation Y. Today, the most important is not what is said but how and who is said.
BRANDS AND COMPANIES ARE MORE CREATIVE WITH DIGITAL BILLBOARDS
There are several examples of Digital Billboards, used by companies and brands to impact the user. The aim is always provide an experience of proximity to the brand with the consumer and the business with its customers.
The creative agencies bet on this medium, because it is dynamic, interactive, very visual and can adopt different dimensions.
One of the projects with more prominence that PARTTEAM & OEMKIOSKS developed, it was for the festival that takes place every year in Portugal, NOS ALIVE.
The HUAWEI brand decided to choose PARTTEAM & OEMKIOSKS to develop, produce and install PLASMV interactive digital billboards to activate the P9 and P9 PLUS smartphones.
These interactive digital billboards were one of the attractions in NOS ALIVE, allowing visitors and participants to take “selfies” that were automatically published on social networks like Facebook, Instagram, among others.
We are in the digital age and this is an undeniable fact. Digital billboards is one of the channels where communication can work in a technological, effective, dynamic, simple and fun way.