Outdoor Advertising Gets Up Close and Personal

Advertisements are now targeting consumers by name in New York City’s Penn Station thanks to a collaborative effort by CBS Outdoor, OMD, Outdoor Media Group, and Tribal DDB Worldwide.

The multi-media campaign for Intel’s smart TV is the first of its kind, and it integrates Internet content, broadcast programming, personal content, and downloadable applications all on one TV screen.

The promotion started on November 29 and encouraged consumers to opt in by texting “Hello” to 64444 to download the smart TV mobile app. Participants received a link to download an app onto their mobile phones and were asked a few questions about their TV viewing habits and preferences. They were then invited to Intel’s smart TV experience event in the Penn Station Rotunda Dec. 15-29. As they entered the experience, a series of interactive touchscreen TV's not only recognized them by name, but created a custom smart TV experience based on the answers to the questions they provided when they downloaded the app.

“This is a first for out-of-home media, and a look into the future on how we can connect to consumers on a far more personalized basis,” said Jodi Senese, executive vice president of CBS Outdoor. “Never before have we been able to offer this kind of engagement, on this many platforms to our clients. Working with Intel and their agency partners, CBS Outdoor has crafted a truly unique promotion that offers users a one-of-a-kind experience—literally.”

The new marketing campaign introduces a new concept to outdoor advertising—“geofencing.” Geofencing creates virtual boundaries by physical locations and places, in this case, Penn Station. Location Labs, CBS Outdoor’s partner, provided the geofencing technology, and another of CBS Outdoor’s partners, Four Winds, provided the interactive touchscreen experience.

“As the provider of the mobile location based technology behind the Intel smart TV application, we are excited to see our innovative Geofencing technology make this ‘minority report’ type experience a reality,” said Tasso Roumeliotis, founder and CEO of Location Labs. “We anticipate these kinds of futuristic campaigns to revolutionize the advertising and marketing industry.”


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