Outdoor Advertising Association of America (OAAA), Aerva, and others support the #EverywhereUR OOH campaign that runs in New York. The interactive campaign coincides with Advertising Week elebrating its 10th anniversary.
This ubiquitous OOH campaign was integrated with mobile elements using Twitter via AerTweet and Pic2Screen powered by Aerva. Viewers were invited to snap a photo and have their image appear in Times Square – then, their image on the Times Square billboard will be sent back as a keepsake photo for the user to share and view in the keepsakes gallery.
As part of the annual Advertising Week held in New York from September 23 – 27, the Outdoor Advertising Association of America (OAAA), along with OOH media companies, has launched a campaign that highlights the effectiveness of out of home (OOH) advertising and its influential relationship to social media. A network of more than 2,500 billboards across the country is proving to the American public that OOH advertising is “EverywhereUR.”
“OOH is the perfect medium to allow advertisers to engage with the public because it is everywhere you are, reaching consumers where they spend more than 70 percent of their waking hours – outside of the home.” said Nancy Fletcher, OAAA president & CEO.
The campaign allows Americans everywhere to have their personal photos featured on a digital billboard in Times Square and then captured for posterity. The public is urged to snap a photo and tweet it using the hashtag #everywhereUR. The photos will be filtered by the hashtag, censored for appropriate content, and have a chance to appear as a photo reel on a digital billboard in Times Square. The images will be captured by cameras and sent back to the sender’s Twitter account, giving them a keepsake of their personal image on a prominent Times Square billboard.
“The proliferation of social networks has taken OOH to new heights, positioning the medium to emerge as a key advertising option that amplifies integrated marketing campaigns,” added Fletcher. “Through this campaign, we hope social media users enjoy seeing themselves in the bright lights of Times Square, and we hope advertisers see the effectiveness and versatility of America’s OOH network.”
The #everywhereUR campaign began soliciting photos and participation the week of September 16 and goes live marking the kick off to the 10th Annual Advertising Week. The seamless technology that allows the public to participate in this interactive OOH campaign was donated by Aerva, a digital signage technology firm that enables realtime interactivity between mobile applications and OOH.
“Everyone is mobile these days,” said Sanjay Manandhar, Aerva CEO. “It is for this reason the trend in advertising today is interaction with the public via mobile applications. When we engage users, the ad becomes meaningful. Social engagement also allows us to broaden the scope of measurement, helping advertisers to more closely define their audiences and ad placement.”
Production for billboards and other OOH formats was donated by Circle Graphics, one of the world’s largest producers of large-format graphics. The #everywhereUR campaign features art from Toronto-based artist Jazzberry Blue. The self-taught traveling artist uses a combination of bold color palettes and geometric figures in his art.