‘Solograms’ are photoreal holographic animations with solid edges, but are completely digital, enabling buildings to be seen through them and people to walk through them. These are scattered throughout the city in Ghost in the Shell, with messaging everywhere. Technology is evidently embedded in the infrastructure of the city, and the aesthetics are incredibly exciting.
Although this all nods towards an exclusively digital and interactive future for out of home, Managing Director of KBH On-Train-Media Ian Reynolds has spoken out this week about how out of home will never be fully digitised. As a judge and a sponsor for The Drum Creative Out of Home Awards, he explains how a blend of traditional and digital advertising is the most effective solution to advertising outside.
He states ‘OOH will never be 100% digital. I genuinely think that a combination of digital and classic is the best option for advertisers in many situations, especially if they need broadcast cover and frequency’.
The point is that different formats can fulfil different jobs, while continuing to complement each other so well in the process. They are bought and planned based on impact, cover and frequency. Although the above states the huge developments that are unfolding in the digital world of OOH, and this will continue to develop as time goes on, it also goes to show how traditional format will probably stand the test of time due to its exclusivity.
Keep in touch as we’ll be launching our first digital screen here at OPEN very soon!