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OOH Communications agency Posterscope Brazil hosted a summit – OOH Day 2016 – for the Rio 2016 Olympics sponsors (and their advertising agencies) featuring presentations from Posterscope and the major media owners in Brazil e.g. Clear Channel, JC Decaux, Otima, Eletromidia, etc. This would be one of the last chances for them to present the array of OOH opportunities available to the sponsors.
At the summit Posterscope Brazil introduced two new technologies that will revolutionize the relationship between brands and the public in OOH media in Brazil. The innovations coming to the domestic OOH market are Liveposter and Viuing.
Otto Frossard, strategy director of Posterscope Brazil, explained that proprietary content management system, Liveposter, will enable a number of digital media features in Out Of Home. Among them stand out in real time and multimarket different digital media, interaction with mobile, social media amplification, and use of data and metrics to segment the target and generate the best possible experience with the consumer. “The most important thing behind all this is the ability to customize according to each challenge that needs to be answered,” he says. Frossard believes that the ideal to get the most out of this tool is to plan together with the global development team Liveposter platform in order to reach the best solution for the brand. “We can reach a solution never before performed by the tool,” adds the executive Posterscope.
Viuing, in turn, is a new device designed to allow spectators, fans and followers to experience 100% the events and ensure that they don’t miss out on any of those great moments that will go down in history.
Based on TV technology, Viuing, a portable device similar in size to a video game control with a full HD screen, retransmits everything that happens at the event in real time and without delays on your screen, so that you see absolutely everything. It has buttons that allow the fans to choose which camera you want to track and which sport, all in real time.
The Viuing device does not need Wi-Fi connection, 3G or 4G, as the transmission is done using radio frequency, through a partnership with an official TV station that provides the attraction/event. In addition, the device allows you to serve a series of exclusive content to the viewer, such as advertising, relevant information on the competition, event highlights and exclusive camera angles, among other possibilities that will promote a unique experience to the public, and even approaching more consumer brands. “Now we seek a partnership with one of the official TV stations that are broadcasting the Games to have your content inside Viuing,” Frossard added.
Out-of Home communications agency Posterscope has been appointed by the Organizing Committee of the Rio 2016 Olympic Games to manage the Rio 2016 out of home (OOH) programme prior and during the Games in Brazil
It is estimated that approximately R$400 million will be invested in OOH media during the event.
Posterscope Brazil will support Rio 2016 Olympics and Paralympics Games and its sponsors with regards to out of home media. The agency will also advise on advertising placement restrictions in certain places, preserving the intellectual property of the Games and ensuring advertisers convey the correct brand identity of the event in their advertisements, in addition to offering the same opportunities to sponsoring brands. The company was selected by the Organizing Committee of Rio 2016 for its pioneering approach to out of home media in Brazil as well as throughout its global operations.
“We will put the Olympic values and spirit into Rio de Janeiro, not only in the sporting arena, but also by including the wider population. This is a unique opportunity to explore the out of home media potential in Brazil, at the time when the world spotlight will be on our country, “says Marco Antonio Souza, managing director at Posterscope Brazil.
The OOH media of the sponsors and partner brands will occupy areas surrounding the sports facilities which are located in the regions of Barra, Maracanã, Copacabana and Deodoro, areas of Rio de Janeiro where different medals will be presented, and outdoor media in the airports in the five cities where football will be taking place.