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Ogilvy Digital Labs, Argo Digital Solutions, Outernet 2009

When you combine mobile, the web, the retail space and out-of-home advertising - then add emerging digital solutions - you have a new and powerful advertising channel, The Outernet.

Ogilvy Digital Labs debuted its new space today in Ogilvy's recently opened headquarters, with a conference showcasing the newest technologies in the digital out-of-home (OOH) and point-of-sale (POS) space. The event, "The Outernet," (#DigitalLabOuternet) co-sponsored with OgilvyAction, featured presentations and panel discussions with leading companies pioneering new ways for marketers to interact with consumers.

"Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand," noted Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York. "Through the Ogilvy Digital Labs, we are committed to investing in new technology and developing proprietary solutions that give our clients clear advantage in the marketplace."

"The Outernet" conference opened with a series of presentations by leading companies in the retail POS and digital event marketing sectors. Presentations by Digital Lab partners Digital Aisle, YCD Multimedia and Cellfire looked at advances in motion sensor interactions, touch screens, facial recognition, mobile couponing and other retail-based solutions.

Gareth Ellen, EVP Director of Digital at OgilvyAction said, "Digital OOH and POS is an area of huge untapped potential for our clients. Digital signage offers the ability to develop dynamic communications that allow for a two way exchange with consumers and shoppers. Content flexibility enables us to alter messaging based on location, time, weather, market conditions or user interaction thus ensuring we are delivering the most relevant and engaging message and stimulating a response."

A second session led by Mobile Marketing Association President Mike Wehrs, examined the opportunities for "on-the-go mobile interaction" and the growing role that the mobile screen is playing as a media channel. It included participation by Quattro Wireless, Millennial Media, Navteq, iLoop, AT&T and Yahoo!.

Digital Lab New York Director Maria Mandel closed out the conference with a session that examined the opportunities and growth in digital OOH billboards and signs. Presenters included JC Deceaux, Total Immersion, Argo Digital Solutions and Addictive Mobility.

"We are using our Digital Lab as a hotbed of innovation for the development of applications and campaigns for our clients," noted Maria Mandel, Executive Director Digital Innovation and Digital Lab, New York. "We have some interesting new campaigns in development and will continue to promote what we discover to be breakthrough opportunities for our clients and their brands in the growing digital space."

The Ogilvy Digital Labs has an aggressive plan to produce an information event every month. Sessions planned for the next several months include in-depth events on Gaming, Social Media Strategies and Tools, next Generation of Mobile Marketing and others.

"We are partnering with other Ogilvy agencies to leverage the opportunities for digital throughout all channels of communications," noted JP Maheu, Chief Digital Officer for Ogilvy North America. "Our first effort involves our activation agency, OgilvyAction, and others will include Ogilvy PR, Neo@Ogilvy and other specialized practice areas, enabling us to ensure a fully integrated strategy around digital innovation."

Ogilvy launched its Global Digital labs in 2007 as part of the agency's ongoing commitment to invest and discover new digital marketing solutions. The lab network includes hubs Singapore, New York, Beijing, London and Sao Paulo.

                    PR Newswire, New York, Sept 17, 2009

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Exciting News As Always !

Request a copy of the Argo Digital Solutions, Ogilvy Digital Labs presentation.

Email: info@argodigitalsolutions.com

William E. Elmore III
Marketing Specialist

Panasonic Helps Avatar Tour With 3D HDTVs

James Cameron is looking far into space - 3D space.

To boost the popularity of 3D technology, James Cameron and Panasonic are partnering up to spread the word of the new 103" Panasonic Viera Plasma TV out next year.

By touring cities across the country in mobile theaters, James Camerons' trailer for Avatar will be displayed in all its 3D glory to get people excited about the new model coming out next year, as well as his highly anticipated blockbuster.

Could this be one more step leading towards the incredible immersion of digital signage?

It sure has my attention !

Nick Sears
Motion Designer

Argo Digital In-Sites, Mobile and DOOH

Mobile and DOOH
Argo recently interviewed Chris Wayman from iLoop Mobile and discussed how powerful Mobile and Digital Out-Of-Home can be.

The Difference, Create Great Digital Out-Of-Home Content

I’m often asked if there is a difference between creating content for broadcast versus Digital Out-Of-Home (DOOH). I guess the best way to put it is…absolutely!

Although both reach an audience via a display screen, your audience, environment and messaging are completely different in one media versus the other.

For broadcast, your audience is likely sitting at home watching the advertisements. The messaging spots are longer in duration, with the goal of enticing that person to purchase the product or service the next time they are out.

For digital signage, your audience is already on the go or at the store ready to purchase.

For this reason, DOOH content is produced to engage the audience and inform the customer enough to move them to action. That action can be to learn more and, preferably, make a purchase.

So how do you effectively create content compelling enough to spur them to action?

One rule we follow is...
MOVING pictures for a still audience & STILL pictures for a moving audience.

At home when you are sitting in front of the TV, as a captive audience, you are able to interpret fast moving images and the messaging.

In an out-of-home environment when you are on the move, the messaging is developed to be more static and simple to understand. A common analogy is driving a vehicle and reading a billboard at the same time. Effective content on billboards can catch your attention, reinforce the brand’s message and be memorable in just a few seconds.

Here are some simple tips the Argo Digital Solutions’ creative team, editors and I follow when producing effective DOOH content:

1. Understand your target audience, their buying habits and the environment they are in. Effective messaging and imagery for men is different from that of women and varies by age and interest. The environment your content is being played in is as important as your demographic. For example, content displayed in a car dealership is unique to that of a convenience store, arena or college campus.
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2. Create content that engages, entertains and informs. Customers are busy, on the go and may be distracted. It is likely their primary focus is not the screen. You want your messaging to grab their attention and cause them to respond.
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3. Don’t rely on audio. Most environments may not have audio or have other noises that compete. Be sure your message can be conveyed effectively through images and text.
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4. Keep it short and simple. You don’t want the message to get lost. Remember the product or service is the star, not the added graphic elements.
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5. Freshen up your content. Not only is this important for customers who may begin to tune out the same messaging, but consider the hard working employees who have to see/listen to the same spots all day, every day.

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By following some of these simple steps, you can be on your way to creating compelling content that delivers.

Chris von Seeger
Creative Director

Argo Digital In-Sites, Analog vs Digital

Analog vs Digital
Jason Kates, Jay Wilson, Theresa Fletcher

See more Digital In-Sites, here.