While OOH has been re-inventing and re-invigorating itself through new and interesting consumer-invloved ideas, an OOH provider has taken the next step to include interactive digital within their offerings.
The newest step in creating turning this classic media from passive to active is a motion-display billboard currently appearing in New York City for the TNT network's newest crime drama, Perception, which focuses around a master code and algorithm cracker.
The Perception interactive billboard features 44,000 analog pixels that can flip from black to white and back again, to “black out” words while revealing others. All of this happens when the consumer moves around in front of it.
This linking of the product to an interactive experience helps to drive consumer engagement with a new product, and further blurs the lines between OOH and experiential marketing - two traditionally very different media.
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