A Creative Review: Clorox’s Bleachable Moments
Welcome back to A Creative Review with James Cooper. Today Coop’s all about Clorox’s interactive billboard.
What Happens in Vegas…
Judging by most of the gas on Twitter, CES seemed like a pretty yucky affair. What with the booth babes and let’s just say a ‘less then stellar’ keynote, perhaps the opportunity to cleanse onself is a pretty good one. This interactive billboard from Clorox lets you do that for all to see.
Photo credit: Daily DOOH
This is not a new idea - Method did a very successful site where you could wash your hands of something you regretted - but it is a cute use of technology and placement. I do like it when brands like Clorox try things like this, as we used to be told that there was no place for packaged goods in the digital space: Go to a website for a bleach? Why would I do that?
This campaign joins the Domestos Flush Tracker, a site in the UK that tracks your - well, you get the idea - as a good example of a fun way to get people talking about your brand.
That’s all folks! Want to get involved? Send us the best or worst billboards you’ve seen and we’ll choose one every week. Just email email@example.com.
Let’s Talk About Digital Out-of-Home
Going digital is a natural evolution for the outdoor advertising industry. Hand painted signs gave way to paper posters, later to printed vinyl, and now digital display technology. Each step forward has significantly improved lead time, production costs, and environmental impact. Today you can go from Photoshop to digital billboard almost instantly. In this post, we’ll cover the basics behind Digital Out-of-Home (DOOH).
Size and technology
A standard digital billboard is 14’ tall, 48’ wide, and covered with Light Emitting Diodes (LEDs). LEDs are the same technology that power HDTVs and smartphone screens. Just like traditional vinyl billboards, digital units are illuminated, weatherproof, resistant to UV & vandalism damage.
Traditional billboards are sold on a monthly basis and display a single ad.
Digital billboard advertising is sold in ‘slots’, akin to TV commercials. Each billboard has 8-10 slots which run in a continuous loop. Slots are roughly 10 seconds long, giving passing motorists plenty of time to view and process the ad.
In some markets, operators may also sell ‘digital network’ slots. With a network slot, ads air across several digital billboards simultaneously. This is a great way to create a market-wide presence without printing and installing multiple vinyl posters.
Digital billboards offer incredible creative freedom:
- Push tighter deadlines and eliminate delays due to printing/installation - email ads directly to the board!
- Purchase two adjacent slots to create eye catching multi-faceted ads - promote a local restaurant and the evening’s specials.
- Optimize your campaign by revising creative on-the-fly based on consumer response.
- Pull in dynamic content via Twitter/RSS/Facebook/HTML and tailor the ad to a specific market or time of day.
(Photos courtesy of Snap Orlando and OAAA)
Try it out
Whether you’re starting a new campaign or you want to add flexibility to your current media mix, DOOH is a great fit. It’s affordable, easy to implement, and dynamic.
The ADstruc team can help you find the best DOOH opportunities that complement your advertising goals. Get started today by signing up at ADstruc.com/register!