Digital signage is far more engaging than ubiquitous static billboards, but the latest in HD projection technology puts today’s digital signage to shame: 3D projection mapping is a technology that allows a series of HD Video projectors to take over the surface of a building, wall or road in a high foot traffic area and then create a powerful visual experience. The following is a sample of 3D projection mapping campaign by Samsung in Europe:
I’d love to see this used by a major brand in Canada. Imagine taking over a building surface at an event like the Canada Day fireworks …. it would be a chance to make a terrific brand play and would be uber-powerful considering most Canadians have never seen anything like it.
I’ve always had an interest in how out-of-home advertising will evolve beyond plain outdoor billboards with the evolution of technology. I was lucky enough to work on some cool digital signage campaigns a few years ago and had the opportunity to do some custom creative for the contoured screen at Dundas Square in Toronto, mostly by adapting flash content that had been created for campaign and product launch microsites and repurposing for the screens. By comparison, 3D projection mapping is a lot more involved but the results can be stunning!
This week, Google announced it’s takeover of AdMob, a leading mobile display ad technology provider, for $750 million in stock. Thats’s big money for a company that was a start-up in 2006! The acquisition will expand Google’s mobile advertising reach which is currently focused on mobile search ads. It will allow the search giant to expand its reach into the mobile banner and in-application ad space. The image below from ripped from Google’s press release site, shows the breakdown of Google’s mobile advertising offerings and how AdMob will fit in:
As we see in the graphic above, the only pillar of mobile advertising that is missing for Google is SMS based text ads – an area they are bound to enter by leveraging some type of Local Search meets Google Maps mashup that would allow companies to push their service ads to local searchers.
It’ll be interesting to see how long it takes Google to integrate AdMob inventory into their relevancy based content targeting system for ads as well as with their DoubleClick acquisition which allows publishers to buy adspace from publishers on an auction based system.
Have you tried a Google search for Windows 7 recently? Apple is running ad copy targeted at Windows 7 searchers using Google Adwords. They have taken thier head to head Apple vs. Mac strategy and extended it to SEM in a fairly direct manner.
Personally I would go more tongue in cheek to be in line with some of the more agressive Mac Vs. Windows ads that we seen from Apple:
Upgrading to Windows 7 ?
Switch to a Mac and
Save yourself from pain
Search Engine Marketing and Content Targeting are great ways to target searchers and surfers who are part of your target market but are actively evaluating your competitor’s products . These surfers are often in-market for your class of product and are low hanging fruit that you should be actively targeting with your messages.
Your ad copy should call out your strategic advantages and can also play on the pain points of your competitor’s products. Just remember that in most cases you can bid on your competitors branded terms but Google does not allow you to include those branded terms in your ad copy. Apple may have gotten away with this due to the fact that people are allowed to bid on “Windows” since restricting it would be undue hardship on unrelated businesses such as home window manufacturers and installers.