Despite the idea that Out Of Home (OOH) is a passive medium, there has been great leaps forward in recent years in involving the consumer in the medium. Everything from electronic billboards to interactive digital walls, OOH is grabbing the consumer by the bootstraps and bringing them into the world of the product being advertised.
A recent example of this is the Jesse Ware "Devotion" billboard in London's Broadway market. The idea behind it is to invite passers-by to help fill in the dots, slowly revealing an image of the singer.
This use of interactivity has transformed a passive billboard into an OOH experience, which bodes well for the future of this medium and opens up a plethora of ideas and options for retailers of all walks to think up entertaining and news-worthy ideas to help bring their brand to life.
A gallery of more shots can be found at -
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