Check out this awesome interactive billboard by British Airways:
Just for the record, this is not a new ad. It has been around for 5 years. However, it grabbed our attention again recently, and we must say: it still holds up after 5 long years! What a great mix or reality and the digital world.
Interactive experiences by augmenting reality
This is such a good example of how digital can enhance reality, because it does three things very well:
- It seamlessly connects digital with physical (just look at the accuracy of the boy’s finger pointing at the plane)
- It makes the ad experience more engaging and rich
- It’s inspiring and contextual at the same time (realtime, up to date flight information)
AR and VR are hot new technologies that gain traction everyday (download innovation report, PDF). Their possibilities are ‘virtually’ endless (pardon the pun) and have proven to be effective tools in healthcare, insurance and education. Apart from these most impactful areas in our society, there obviously is a big opportunity for advertisement and creating engaging commercial experiences as well, as this British Airways ad clearly demonstrates.
Towards an interconnected world
As with every industry, the ad world is changing too. Outdoor ad companies are in pursuit of finding the most opportunity AI, AR, VR, Beacons and other disruptive tech can offer them. They’re moving from a static, one-to-many strategy to personalized, one-to-one communication, leveraging the power of said technologies to make stunning ads, such as our example of BA.
However, when doing so, companies need to make sure their experiences remain engaging, seamless, and contextual (e.g. by providing real-time information, such as BA managed to do).