Val Morgan Outdoor is shaking up the concept of Upfronts and instead rolling out a Digital Innovation Showcase directly to major media agencies around the country.
The showcase is a sensory display of the best thinking and tech in digital out-of-home, and takes agencies on a 45-minute immersive experience that aims to show what digital outdoor is capable of achieving for brands.
Val Morgan Outdoor managing director Anthony Deeble said the idea was to inspire creativity and challenge standards in the outdoor arena.
“We wanted to demonstrate our commitment to innovation by putting together a visual ‘feast-for-the eyes’ that represents the best in digital Out-of-Home from around the world,” he said.
The experience is viewed across ten High Definition screens, including a demonstration of Ultra High Definition, a Holographic display unit and Oculus. The technology is assembled onto a seven metre long by 2.3 metre high display rig designed to give agencies a taste for the impact that Val Morgan Outdoor can deliver.
“We have invested over a quarter of a million dollars in bringing the Innovation Showcase to life, because we believe that what is on show is truly market leading and hope that we can help our clients deliver this technology and thinking for their brands,” project lead and director of digital and innovation Matthew Bushby added.
Over the last year, Val Morgan Outdoor has invested in a top drawer ad serving platform that is clever enough to host hundreds of localised creative content pieces simultaneously and can serve ads dynamically straight off the bat. The new showcase is run using 100% of this platform and all 24 content pieces were created in house using the agency’s production department.
“Our vision for 2016 and beyond is to be Australia’s leading digital out-of-home business,” Deeble added.
“We hope that by taking the Digital Innovation Showcase to every major agency in the country that we are demonstrating our commitment to delivering innovative digital solutions that will deepen brand experiences for our clients.”
The 2016 Digital Innovation Showcase starts its journey in Sydney and Melbourne over the coming weeks with two display units travelling the country.