Across the waters in London outdoor media companies have been told they need to harness more lighting capabilities in order to create further engagement with audiences.
Neil MacDonald, chief executive of British lighting control specialist amBX explained to delegates at the Daily DOOH Digital Out Of Home Media Summit that lighting is beginning to play an increasingly important role in outdoor display advertising.
“The precise and creative treatment of lighting in association with digital outdoor media can transform the impact of outdoor advertising s and hugely enhance the engagement with consumers,” Macdonald said.
“For the outdoor media sector, the capability now exists to harness the power and impact of light and add cost-effective dynamic impact to any outdoor site. The capability is now here for lighting to become a marketing tool in ways which were not previously possible.”