Inter-Z & Digital Rooftops —It’s Creative MARKETING

Though it was a quiet week, here is a weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB.

1. Viola Launches Digital Rooftop

Viola Outdoor, the UAE’s largest OOH cross-platform network has launched the capital’s latest DOOH innovation: D. Toplight. D.Toplight is a 3D-enabled, high-level installation, digital platform, and in Phase 1 of the proposed future network of screens. It is located on the capital’s Airport Road and strategically placed in the highly visible central area between the capital’s two main high-volume traffic routes. 

BB’s Take: Is it just me or is this a weak location?  Perhaps the photo does not do it justice. It appears to be bookended by two buildings left and right, and that will cut off any distance read. Couple that viewpoint with the fact that it appears the traffic is parallel with the sign itself, I fail to see the “strategic placement” of the unit and surely don’t see the high visibility for high-volume traffic.  As I said it could be the photo is misleading. 

2. OOH Today Best Creative Last Week Today

This weekly series presents the top 10 OOH creative executions that came to our attention in the past week. We are always looking for more submissions and hope that you will let us know. We want to know if you’ve seen stellar work out there. Tag us on LinkedIn or shoot us an email with the top ooh you’ve seen this week.

BB’s Take: You send ’em we typically publish them.  We particularly enjoy sharing small market’s traditional local OOH executions. There must be some out there you’re proud of. Send it over. 

3. OOH’s Newest Network-InterZ

InterZ is a network focused on engaging Gen Z audiences in cities recently launched by Intersection. It focuses on cities that over-index for Gen-Z population growth, providing opportunities for brands to engage with the digitally-native Gen-Z audience. It delivers Gen-Z-focused content harnessing their values and digital habits by focusing on sustainability, public mobility and social responsibility. It also will provide creative opportunities for advertisers to better engage Gen-Z by integrating digital innovations with the vibrancy of city life. InterZ platform has been launched in top US cities including, New York, Los Angeles, and Chicago.

BB’s Take: Interesting, a network focusing on engaging Gen Z. And if an advertiser does NOT particularly want to focus on Gen Z, those ‘InterZ’ network locations would not be part of a buy?  Of course, they could be.  More to the point, my guess is the InterZ ‘network’ locations, over-index for just about every target, particularly the locations with the highest impression counts and considered ‘best in the market’, are in all likelihood, the best for Gen Z, Gen X, Millennials, Boomers and well you get the point.  Not to single Intersection out, this is the case for all traditional OOH. The ‘best locations’ are going to be the highest delivery for nearly all audiences regardless of definition or target. InterZ, Gen Z network? Who’s buying it? Would love to see the case studies or testimonials for an InterZ network buy. Hell, even shared photos would be impressive. 

 

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