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OOH ADVERTISING

Consumers can now scan a QR code to change digital advert’s ending

By our News Team | 2022

New DOOH technology enables audiences to engage, participate and shape what is being displayed on the screens.

Innovation continues to be a key differentiator in the digital out-of-home (DOOH) media industry, with the unveiling last week of new technology that enables audiences to engage, participate and shape what is being displayed on the screens.

It has been introduced by Outfront Media, which is one of the largest OOH specialists in the US, as part of a campaign for the Childhood Domestic Violence Association.

A commuter scans a QR code on a digital billboard to change the ad’s ending. Photo credit: Outfront Media, New York

“On-the-go commuters can simply scan a QR code and select pre-set creative options to choose their own ad journey. This is the newest example of how QR codes are being incorporated into OOH campaigns to make them more interactive and successful,” the company says in a media statement issued in New York on Friday.

The campaign deals with the experiences of children growing up with domestic violence and seeks to emphasise that, with the appropriate interventions, there can be a better ending.

Ads begin with teaser statements from children

Outfront’s creative concept, called Change the Ending, begins with several teaser statements on digital billboards that appear to have been drawn and written by a child saying: “I Should Have Stopped It”, “It was my fault”, “I Lived in Fear”, “My Dreams Were Broken” and others. Each visual includes the tagline Change the Ending.

To change to the ending of their choice, commuters passing by the screens scan a QR code which then reveals the new ‘changed ending’ for them – “It Wasn’t My Job to Have Stopped It!”, “It Wasn’t My Fault”, “I Lived Happily Ever After!” and “All My Dreams Came True”.

Chad Shackelford, VP Head of Digital Creative at Outfront, says the so-called QRad technology significantly ratchets up the effectiveness of campaigns by delivering a new type of interactive engagement in DOOH.

“We believe brands can achieve deeper levels of one-to-one engagement including, but not limited to, e-commerce activations, increased lead generation, and social media awareness,” he noted.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.