Montreal-based Zoom Media, best known for mounting posters in washrooms of restaurants and bars, is continuing to tinker with digital media.
It has a few digital versions of its restroom posters out in the field, but has now installed 50 media screens that have touch capability, with the idea of letting consumers choose to view what they want.
In partnership with Cossette Media, Montreal’s Zoom Media launched an OOH innovation earlier this month. Fifty units, which might best be described as eye-level video billboards, have been installed in popular restaurants, bars and fitness clubs in downtown Montreal. They will remain in place through this summer, attracting an estimated one million impressions.
The interactive boards communicate directly with consumers through a 12″ HD video and audio display, and the underlying technology is activated by a motion sensor. Wireless internet and mobile network compatibility allows for remote updating and provides data on user behaviour.
The gizmo’s first use is a campaign for eight models of General Motors Canada’s ’07 Chevrolets and Pontiacs. The breakthrough interactivity targets 18-34 trendies, inviting them to explore each vehicle’s features via four on-screen, touchless buttons.
Getting media down to eye-level is a good thing, and interactive even better. And it is very encouraging to see the likes of GM putting some money into this sector. Let’s hope the results are good!
I have no idea where these screens are located, but if they are in the restrooms, there’s no way in hell I’d be touching that screen. Eeesh!
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.