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.
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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
