Disrupting the Scene: Place-Based & Digital Ads
We’ve grown accustomed to ads as part of our lives. But what if they could do more? What if they served a purpose, through form AND function? Several ads have been making waves for responding to their environments and viewers, such as the Spanish anti-child abuse ad by Grey Spain which used lenticular printing to tailor one message to adults and another to children, and physically impacting their audiences such as the billboard in Peru by Mayo Draftfcb which harvests drinking water from the air.
These ads are more than just good ideas; they are part of the new frontier of place-based and digital advertising. Organizations and agencies can now use physical design elements to demonstrate and produce the results they are advocating. Likewise, digital ads can use mobile tracking to transform the kinds of messages consumers see. The sky may not be the limit, after all.
Additional Supporting Materials
- What were some of the most arresting/effective responsive outdoor & digital ad designs from the last year?
- Are dynamic ads just public relations stunts or can they benefit consumers in a measurable way?
- Should all public service advertising aim to “walk the walk” in terms of producing some of the benefits they advocate?
- What new technologies or practices can marketers use to stake their claim and positively impact their target audiences?
- What’s on the horizon for place-based and mobile advertising?
- Beth Ellard Ad Council
- Vicki Lins Clear Channel Outdoor North America
- Tim Nudd Adweek
- Javier Garcia Montserrat Grey Spain
Sacha Evans Ad Council
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