How Immersive Experiences Will Transform Billboards into Brand Journeys in 2023

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From the busiest commercial intersection in the world, we can tell how brands have scrambled to become 3D anamorphic pioneers. That includes the hyper-realistic Samsung tiger in Times Square, the giant hand from unreal magic from ASUS space, the floating luxury perfume from Dior, and endless rolling rings and jewelry from Bulgari. All of these installations are sending the same message: a different environment than our normal day to day experience is the key. After months of intense promotion from companies in various sectors, the public has developed a taste for visual surprises that exceed physical reality.

Tiger Party is located in Times Square, the most important hub for creative campaigns and immersive DOOH technologies in the world. Since 2010, the consultancy has been responsible for interactive DOOH campaigns, Times Square takeovers, and the most important viewership of the year, synchronizing the countdown for the Times Square New Year's Eve celebration.

Tiger Party CEO Rafale Chang shared his thoughts for 2023, "The year-end conversation is all about how global brands can leverage different digital channels and build brand impressions.

"Affinity will be the key for 2023," he said.

Use DOOH to Create Brand Stories That are Lived, Not Told

Turn advertisements into eye-catching attractions. 3D DOOH art is the new black in digital out-of-home (DOOH) advertising. Moments like the iconic Tokyo Cat, have pushed the boundaries between art and advertising. And beyond viral fame, they are becoming attractions in themselves.

3D ads are set to become the new frontier in audience engagement. One study by Forbes found that 3D advertising boosted conversion rates by 40% compared to traditional advertising. It benefits not only the brands by attracting the audience’s attention, but the billboard owners by making their media assets (the location) more iconic, enhancing the potential of sales to the next level.

With more and more media owners into the technological capabilities, the advertisers get the chance to use it to create immersive brand experiences, such as superimposed features, live camera feeds, and other AR features. Those real time engagement and reaction from the audience are turning into great social media moments and mutual benefits to the advertisers as PR material.

How to Enable Next-Generation DOOH Experiences

There are two approaches to securing onsite attention, social moments and media coverage for a campaign: either make it relevant to the audience or even get themselves involved in it.

In 2022, we have seen many brands use this formula and implement “takeovers'' at all Times Square billboards where international travelers (the audience) allow to 100% experience the unique experiential with all the billboards synchronizing. It is five times more than the times before the pandemic, every month, there are 1-2 giant takeover campaigns on the average. (Starts from Kia, Tiffany, Fendi, One Piece Film Red,Visit Portugal, Met Opera, Turing Red, ASUS Zenbook 17 Fold, Samsung Tiger in the City, Samsung with BTS, Cristiano Ronaldo unveils Madame Tussauds Waxwork, Midnight moment etc.) Through the Takeover, it turning the world's most famous intersection into their own runway show, lighting up the night with unique brand moments.

As a comprehensive LED consultancy and digital signage creative expert, Tiger Party, draws on years of experience to turn regular digital screens into a visionary canvas that brings not only what the audience—potential customers—have come to expect but experiences they could never have imagined.

With GOTIGER PRO, Tiger Party's proprietary signage system, billboard owners have a turnkey DOOH solution for creative content playback and ads sales, this signage engine supports up to 1/60 of a second accuracy for live content synchronization, 8K data transaction, and applied new technologies that display multiple layers of visual creative on compatible LEDs. It’s a jump start to successfully tie up the brand messaging and audience engagement.

And once again emphasizes the main point of ads - to attract the attention of the audience.
Can't wait to see how DOOH technologies turnout in 2023? Stay tuned for the behind-the-scenes of the NYE 2023 celebrations in Times Square.