What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Capture the attention of consumers in transit
Out of home media company Urban Exposure is launching Submedia, an interactive media platform that converts still images to movie-like adverts through the speed of the viewer. “Transit advertisements are offering a novel way for advertisers to capture potential consumers without irritating them,” asserts Submedia CEO Peter Corrigan.
Urban Exposure holds exclusive licence to this technology in South Africa, joining a global network of licensees in 10 countries.
Submedia comes in two forms, the walking display and the in-tunnel display.
The walking display shows motion picture advertisements to moving viewers on sidewalks, corridors, escalators or any place where people are in motion. The displays can be wall-mounted or free-standing. In the latter, the motion picture displays are incorporated into what amounts to three six” sheet posters side by side to give a 5-second advert with large static branding for higher impact.
For viewers it is supposed to be like watching a movie while moving or walking. The person has the ability to start or stop the advertisement; when a person moves backward the movie goes back, thus said to create an emotional link between consumers and the products.
The in-tunnel displays uses the speed of a train to turn static images into these movie- like adverts.
The first Submedia advert was launched in Atlanta, whereby passengers looking through dark train windows were treated to a full-motion advert of Dasani (bottled water from the Coca-Cola Company).
An example of Submedia is currently available at Montecasino, Fourways, Johannesburg.
For further details send an email to info@urbanExposure.co.za.
