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Twitter Put up Billboards to Show How it is Connected to the World's Biggest Issues
Business Insider
By Lara O'Reilly
November 2, 2016
 
Twitter launched a billboard campaign in New York City this week that aims to show how the platform is connected to the world's biggest issues.
 
One of Twitter's biggest problems is that, while its power users log into the site every day and provide the bulk of its content, many regular people can't work out why the platform is relevant to them.  
 
Twitter CEO Jack Dorsey said in September that Twitter is "the place to see what's happening" - whether that's big world issues, niche topics, or simply what people's immediate communities are doing at that moment in time. These billboards highlight the first of those use cases.
 
The simple ad displays show single images - portraying guns, transgender issues, the melting of the polar ice caps, Vladimir Putin, the Pride flag, and more - overlaid with the Twitter logo and the hashtag symbol now synonymous with the platform.
 
The campaign builds on a billboard Twitter erected a few weeks ago near the Lincoln Tunnel in New York, which featured close-up shots of Hillary Clinton's and Donald Trump's eyes.
 
   
Writing in a blog post, Twitter's first global group creative director, Jayanta Jenkins, who joined the company in August, explained how the campaign is all part of the company's efforts to help people understand what the platform is used for.
 
 
Jenkins said: "This campaign highlights the top issues being discussed on Twitter - it reflects different sides and doesn't take sides. As they always do on Twitter, people will bring their own point of view to the images that can be seen today around NYC."
 
Speaking to Adweek, Jenkins said out-of-home was the best medium to convey this message.
 
   
He said: "Just think of all the brands that have used out-of-home in a really powerful way at big moments for those brands. Think about Apple when they did the 'Think Different' work. I think the out-of-home medium is a really beautiful and powerful way to humanize tech brands. Out-of-home, for us, is a great way to get people to look up, off their devices, and remind them of the conversation that's happening on Twitter. You can use less to say more."
 
   
Twitter also plans to extend the campaign, which was created in-house, to billboard sites in Los Angeles and San Francisco.


CO2 Emissions Trigger DOOH Campaign Creative
Screen Media Daily
By Staff Writer
November 1, 2016

DOOH Campaign Targets Older Cars and Gas Guzzlers
 Using Vehicle Recognition Technology

 
UNITED KINGDOM - A new DOOH campaign for Hyundai makes use of Vehicle Recognition Technology to serve content based on a vehicles' high CO2 emissions. The DOOH campaign, developed by Havas Media, Innocean Worldwide and Ocean, supports the launch of the Hyundai IONIQ, Hyundai's first dedicated eco-friendly model.

Using Ocean Outdoor's vehicle recognition technology, the each outdoor location can recognize when drivers of gas guzzling SUVs, rival hybrids, or competitive automobiles that are older than five years are passing in the vicinity and serves them with personalized messages.

Vehicle Recognition Technology uses cameras positioned at digital out-of-home (DOOH) sites located at London's Holland Park and in Newcastle facing stationary traffic to identify the make, model and color of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.

Based on which category the car falls into determines which personalized, tongue in cheek messages plays out in real time. Additionally, the DOOH sites gives a high five to a select few of its Hyundai siblings, chosen based on Ocean's historical data from each location.

A similar campaign for Renault also used using vehicle recognition technology to identify the make, model and color of vehicles based on their license plate, and deliver targeted real-time messages based on the car's profile on near-by digital out-of-home screens. Ocean Outdoor also ran a similar campaign for Churchill Motor Insurance that used data from the Motor Insurance Database combined with vehicle recognition technology to identify uninsured drivers. That campaign displayed a counter on each DOOH screen location that increases in real-time, dynamically registering passing vehicles and displaying the number of cars that passed each screen location that were likely uninsured.

"Audiences demand increasingly relevant communications so we have worked closely with Innocean UK and Ocean  to use programmatic technology to ensure the IONIQ's progressive message drives personal connections with key motorists," said Natasha Murray, managing director at Havas Media.

"Working with such an innovative platform was really exciting for us as an agency, especially as we are one of the first advertisers to utilize it. With the IONIQ being such a cut through model, we knew that the communications supporting the launch of the car had to be just as cut through. We had a lot of fun crafting the reactive ads and hope the public will have just as much fun reading them on the billboards themselves," said Tristan Lenczner, creative at Innocean Worldwide UK.

Going (Really) Big in Times Square
Sign and Digital Graphics
By Staff Writer
November 1, 2016
 
This week's Video of the Week has actually been featured in Sign & Digital Graphics before, although not in such visual fashion. As the man says, when you're putting up a billboard in New York City's Times Square, "you have to go big if you want to get noticed."

That's exactly what the parent company of the 1,900-room Marriott Marquis decided to do to celebrate the hotel's 30th anniversary in 2015. The year before-just in time for the holiday shopping season-construction was completed on a billboard sitting atop the hotel that is roughly the size of a football field. Built by the Mitsubishi Electric Corp., the Diamond Vision AVL-ODT10 screen is 78' high x 330' long, or 25,610 square feet. Its screen uses nearly 24 million individual pixels, equating to pixel density of 2,368 x 10,048.

The remarkable clarity results from Mitsubishi's proprietary "Real Black" LED technology. Using a 3-in-1 surface mount configuration, black LEDs are used instead of the traditional red, green and blue "lamp" style LED products or the standard surface-mount products that use white LEDs. Mitsubishi claims that its Real Black LED technology is the most significant advancement in large-scale outdoor display technology since cathode ray tubes were displaced by LED diodes in the 1990s.
 
Situated in the middle of one of the most visually arresting locations on Earth, this digital billboard truly does cut through the clutter and jump out at the tourists.

Weatherproofing your Digital Signage
Digital Signage Today
By Bradley Cooper
October 25, 2016
 
You can plan the greatest picnic ever, with all the best food and the finest silverware, but a sudden storm can still turn it into a disaster unless you have rented a shelter. The same goes with any type of outdoor digital deployment such as kiosks or digital signage. Unless you weatherproof your digital signage deployment, you will have to pay for more than soggy food at a picnic.

Jeff Hastings, CEO of Brightsign identifies the primary weather related challenges to signage as "UV damage, extreme temperatures and precipitation." Other factors such as dust and humidity can also damage your outdoor display.

Extreme temperatures can lead to isotropic failure with LCD monitors, according to Josh Tanasket, director of hardware at Horizon Display.  Sunlight can also be a challenge for outdoor signage, as it can produce glare. If an LCD monitor doesn't have the right polarizer, it might be difficult to view in portrait mode or by an individual wearing polarized sunglasses on a sunny day.

There are a couple of tactics to help protect the quality and components of your signage. Some involve installing better media players, but others are more basic.

"First and foremost, take steps to protect signage from the elements. For example, install displays under awnings or in protective enclosures and out of direct sunlight," Hastings said. "But also consider the more subtle factors, such as which direction rain and snow typically fall in winter."

Tanasket suggests keeping your equipment facing to the north to avoid the elements. He also suggests the use of air condition and lighter paint colors for the enclosure to reduce heat absorption.

You should also make sure to get quality hardware that is built to withstand certain temperatures. If you skimp on the hardware price, you might end up paying more to repair it than the price of a more robust hardware solution.

Tanasket recommends that companies look at the Ingress Protection and National Electric Manufacturers Association ratings for individual parts. The ratings indicate how well an individual electronic product is protected from water, dust and other elements.

"Ensure that all components are rated to perform in even the most extreme conditions," Hastings said. "And while displays are often installed in direct sunlight, the media players themselves are often subject to the highest temperatures because they're commonly tucked away in confined spaces."

There are a few ways to handle this media player issue. One is to integrate a cooling system with a closed-loop air flow," according to Tanasket. Another way is to simply purchase a media player that is built to withstand high temperatures.

If your deployment is interactive - a touchscreen digital signage kiosk, for example - you should also consider protecting your touchscreen from the elements. If users can't see the screen due to glare, or the touchscreen doesn't work, they will not stick around to wait for repairs.

"Many interactive touchscreens are actually comprised of a display mounted underneath a sheet of glass affixed to the touch sensor. In this arrangement, it's possible to mount the exterior glass in such a way that it's weatherproof," Hastings said. "This glass is usually tempered for safety, and can be made thicker to endure the constant use."

Canopies, coverings and anti-glare screens can also help protect the touchscreen from sun damage and keep the customer happy.

Outdoor deployments do present a challenge due to weather, which means that all such deployments need to be carefully planned. A poorly planned outdoor deployment can quickly turn into an expensive repair job.