News

Source: Marketing - Nicole Strada, Head of digital strategy, TBWA

From my experience working with PlayStation, there's nothing better than showing off great high-definition games in HD. We recently ran HD trailers of GT-5 Prologue on dynamic billboards and about 10 of my friends told me they remembered them.

It is also great being able to show gorgeous, whizzy graphics in a place where you have a captive audience of consumers on the move. However, there is no need to stop at showing trailers, spot advertising with subtitles and straightforward news. Everyone gets bored staring at the same ads on the Tube platform daily. As we stand in the spot we know will position us by the exit at our destination station, anything that brightens the enclosed Underground environment is very welcome.

This kind of technology allows us to be more dynamic in our messages. For a six-week takeover, why not create executions that help to extend the engagement? Change the message every day to tell a serialised story. Or couple other technologies with it - use Bluetooth to send people mobile trailers, QR codes to send offers, or make the content an integral part of an alternate reality game.

Until the eye-scanners appear, all are suitable substitutes.

Media owner: CBS Outdoor.