Whether you're a permanent resident or a tourist passing through, one of the great joys of the New York City holiday season is strolling along Fifth Avenue, gawking at store displays filled with overpriced luxury goods, wondering when the revolution is going to come. Last year the experience was rendered even more whimsical thanks to Saks Fifth Avenue's "Snowflake Spectacular," a giant 3D animation projected on the side of the flagship store. Saks is doing it again this year with a second "Snowflake Spectacular," complemented by digital place-based installations in the store's famous holiday window displays.
Sometimes something comes along that spans so many media categories I don't even know how to describe it: I guess the best way to summarize JCDecaux's new partnership Google's Niantic Labs would be a "mobile, social, place-based, digital out-of-home, massively multiplayer immersive gaming experience." And I'm still not sure that quite covers it.
Another big health insurance company, Health Care Service Corporation, has tapped SoloHealth to deliver marketing messages and healthcare information through its networks of interactive digital kiosks, the company's announced recently.
Digital out-of-home and mobile advertising are a natural pairing, allowing advertisers to engage consumers on the go and near the point of purchase, while also offering more precise measurement through interactivity. Now mobile advertising platforms and digital out-of-home networks are integrating their products to allow real-time, real world, multiscreen ad delivery. In one of the latest tie-ups, mobile advertiser Verve Mobile has formed a strategic partnership with Vistar Media, which operates over 100,000 digital screens across the U.S., to create a multiscreen, location-based marketing platform.