Mumbai Hoarding Incident: Are OOH Vendors Accountable?
There are concerns about who bears responsibility for the 14 fatalities that resulted from the horrifying massive hoarding accident in Ghatkopar. Mumbai residents are perplexed by government officials’ collective carelessness, which permitted that accident to happen. Marketers need to be able to handle demanding calls and verify the legitimacy of the OOH vendors they select to collaborate with. The ISA and AAAI, two associations unique to the industry, ought to spearhead the drive to sanitize the sector.
The tragic hoarding incident not only raised questions about the responsibility of the railways and the Brihanmumbai Municipal Corporation (BMC), but it also acted as a wake-up call for brands that frequently use out-of-home (OOH) advertising. Although BMC has threatened to revoke Ego Media’s (the media agency’s) license in response to the unlawful hoarding that resulted in 14 deaths and over 70 injuries, many people think the problem with illegal hoardings is that the nation is becoming a larger place.
Illegal OOH billboards, a growing concern
Think about this: Nearly three times the allowed size of 40 by 40 feet, the illegal billboard in question measured about 120 by 120 feet. It should be noted that the BMC reports that there are “only” 1,025 legal hoardings in the country’s financial center, which is also the second most populous city in India and is regarded as the center for the OOH industry, with a market valued at approximately Rs 700–1000 crore. GRP permitted the agency to build this billboard on its property without checking to see if its size and dimensions complied with local regulations. BMC ignored the billboard’s construction and only gave notice last week, more than two years later, at which point Monday’s catastrophe had already begun.
Creating awareness for OOH partners
Experts have therefore advised brands to be aware of their OOH partners and vendors to protect their own reputation and, to some extent, aid in the reduction of illegal hoardings in the nation. This specific case in Ghatkopar implies that media owners have broken rules and that authorities are not following through on their violations. Since billboards are an essential part of a city’s infrastructure, their safety should be given the same priority as other public works initiatives. Any accident could jeopardize the lives of those who live nearby. These buildings are the responsibility of the media owners, who construct them, and the municipality, which grants permits.
Apart from that, there isn’t nearly as much regulation of the hoarding market as there should be. At the moment, state governments oversee hoarding laws; there are no federal regulations. Thus, experts noted, that comprehensive national safety laws are required to address these issues. Unfortunately, dishonest players will always exist, and dishonest brands may also exist. Sometimes hoardings are placed so strategically as to draw the greatest amount of attention that dishonest brands or agencies are tempted to disregard the lawfulness of the situation. An industry insider claims that BMC collects license fees from advertising billboards in the neighborhood of Rs 80 crores per month.
Further steps
The guidelines for granting permissions must be reviewed and standardized by the municipal authorities to ensure uniform application throughout the city, irrespective of the space owner. At the moment, unauthorized buildings are springing up all over Mumbai. Prioritizing public safety is essential since taking shortcuts can lead to fatalities. The Out of Home (OOH) Association has the authority to prevent media owners who do not comply from joining, but this will not fix the root of the problem. Enforcing safety standards rigorously is crucial.
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Lamar Advertising Company Selects Vistar Media to Power its US Digital Out-of-Home Billboard Network
Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, today announced that Lamar Advertising Company, one of the largest outdoor advertising companies in the world, selected Vistar’s content management software (CMS), Cortex, to power its network of digital out-of-home (DOOH) billboards across the U.S. The agreement follows a partnership forged in 2023 in which Lamar chose Vistar to run its Denver Transit DOOH network.
Lamar offers advertisers the largest network of digital billboards in the U.S., boasting nearly 5,000 displays serving over 5 billion weekly impressions. Lamar deployed Cortex to its entire DOOH network in less than six weeks with zero downtime. The smooth transition underscores the effectiveness of Vistar’s Cortex software suite, purpose-built for the distinctive demands of DOOH networks.
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Sukhvinder Singh, SVP, Technology & Innovation at Lamar Advertising shared, “Having partnered with Vistar for over a decade, we were confident in their proven track record of success and trusted the unique technology they have built to power a DOOH network of our size. We have a shared passion for impactful OOH advertising, and we’re excited to expand on our partnership with Vistar to continue connecting advertisers with audiences that matter to them. The speed and efficiency with which we deployed their technology across our network was truly impressive.”
“Lamar’s nationwide footprint, paired with the sheer size of its digital billboards, allows advertisers to reach consumers with unparalleled creative impact,” said Eric Lamb, SVP, Enterprise Solutions at Vistar Media. “A network of this scale and influence deserves industry-leading technology to support it, and Vistar is thrilled to expand our CMS partnership across Lamar’s billboard network. It’s a really exciting time for OOH, and we’re honored to put Vistar’s engineering power behind Lamar’s incredible business.”
Reach out to Vistar today to learn more about the tools that have been specially engineered for media owners.
CGI Advertising: Pioneering Future of Marketing or Merely a Social Media Fad?
Technology integration has always been a driving force behind change in the dynamic world of advertising. In the realm of marketing, captivating images can do wonders for capturing customers’ attention and making a lasting impression. Computer-generated imagery (CGI) is one such invention that has drawn interest from both consumers and marketers. It is a state-of-the-art technique that allows imagination to come to life in advertisements. CGI has completely changed how people relate with brands, from mesmerizing product advertisements to enticing brand marketing.
The unseen hero of the advertising industry, computer-generated imagery (CGI) subtly intervenes to realize seemingly unattainable goals. When utilized skillfully, computer-generated imagery (CGI) has the power to transform a commercial from ordinary to spectacular, producing moments that stay with the audience long after the TV is turned off. But the question remains: Is CGI advertising a precursor of things to come in the marketing industry, or is it just another passing social media fad?
What is CGI advertising?
CGI OOH, also known as CGOOH or “Faux-out-of-home” (FOOH), is a new marketing strategy that is about to be implemented. The use of computer-generated imagery (CGI) in advertising has become indispensable. CGI has been widely adopted by the OOH sector to create unique social media advertising. By using CGI in advertising, companies can now communicate their messages in more imaginative and eye-catching ways, drawing viewers in and increasing interaction.
The goal of CGI marketing material has changed over time, striving for a startling degree of realism and organic content imitation. Moreover, marketing directors and brand managers support these fictitious initiatives. CGI is the term for the skill of producing realistic visual content with the use of cutting-edge graphics and sophisticated computer tools. All media, including social media, online videos, and traditional television, have a proper role in advertising. CGI marketing initiatives, which are frequently witty, lighthearted, and designed to go viral, have become very popular on social media.
CGI in Advertising
This trend has its own implications and questions regarding production for design-build firms and brands that want to install physically. One important thing to keep in mind about CGI marketing campaigns is how easily they can be reposted and shared again without any additional information or credit. Because original sources and creators are only occasionally mentioned, viewers might conclude that these campaigns were actually created and put into action in real life. Digital content can make it difficult to distinguish between fact and fiction because it is vulnerable to the same issues that help fake news proliferate. Additionally, over time, it may increase brand credibility and trust.
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Rise of CGI Advertising
Nowadays, CGI is widely used in the majority of the media, entertainment, TV broadcast, and advertising sectors. Through digital renders, advertisers can produce realistic, high-quality virtual worlds and objects that aren’t actually there in the real world. On the other hand, it enables the construction of objects that are not real and might be too costly or difficult to capture on camera or photograph. Real-world environments or objects can be created much more quickly and affordably with the aid of CGI. These can be used in films, animated movies, and video clips; they can also be 2D, 3D, or even CGI animated.
For a considerable amount of time, computer-generated imagery (CGI) has been used to bring various magical and imaginary characters to life. It is currently a standard component of the movies and television shows that people watch on a daily basis. However, it’s also critical to comprehend how CGI is currently used in other sectors, such as enterprise, corporate engineering, and advertising. To help brands and corporates better connect with their customers and clients, CGI is being used as a tool for product design and the creation of advertising content. Simultaneously, the objective is to produce better and more affordable goods. The use of CGI in content creation has grown significantly, and this trend is expected to continue as more and more content creators choose to use it instead of traditional media.
How CGI seamlessly integrates into various advertising channels
CGI frequently looks effortless as it appears on numerous advertising channels, almost like a magic trick. It all comes down to how adaptable and simple it is to integrate. CGI doesn’t just work in isolation; it collaborates with other media types to create a cohesive, powerful message.
- Television Commercials
- Social Media Advertising
- Digital Billboards
- Mobile and Web Apps
Television Commercials
One area where CGI really shines is in TV commercials. Here, it either takes center stage or collaborates with live-action video to produce breathtaking visual effects. Commercials with such striking visuals have the power to stick in the minds of viewers and connect with a large audience while condensing complex ideas into a digestible format.
Social Media Advertising
Today’s social media is flooded with CGI-enhanced advertisements. Amidst the abundance of content, computer-generated imagery (CGI) adds a level of sophistication that draws the user in, whether it is an animated explainer video or a 3D product demonstration. Increased brand awareness and a higher CTR are correlated with visual engagement.
Digital Billboards
Modern digital billboards frequently have animated CGI that visually appealingly conveys the brand’s message. Because of the lifelike CGI presentation, this type of advertising—also known as digital-out-of-home (DOOH)—leaves a lasting impression.
Mobile and Web Apps
Numerous companies include specialized online or mobile applications in their customer engagement plans. By offering interactive features or graphics that improve user experience and promote brand loyalty, CGI improves these platforms. Advanced images can make people stay on a page longer, which increases the opportunity for businesses to interact with their audience.
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Benefits of CGI Advertising
Using CGI has certain advantages over traditional media. It must be acknowledged, though, that CGI is sometimes misinterpreted as an expensive medium to use. When one understands the truth, however, this couldn’t be far from reality.
- Cost reduction
- Efficient and Flexible to Produce
- Creating Buzz with Customer Engagement
- Limitless Opportunities
- Cross Platform Compatability
Cost Reduction
Because CGI works with virtual representations created by computer software, it can frequently be more affordable than traditional media. It does away with the necessity for costly location shootings, complicated set designs, and logistical difficulties. Furthermore, a CGI asset can be changed and utilized for future campaigns across all advertising platforms after it has been generated. Time, money, and resources are saved in this way.
Efficient and Flexible to Produce
CGI’s beauty is in its capacity to go beyond what is physically possible. Brands have the ability to dream large and even transform the most incredible concepts into real, visual experiences that pique the interest of their target audiences. Customers can inspect products from all sides with the help of hyper-realistic product renderings, which increases their confidence and sense of trust when making purchases. Building a virtual representation of a product or environment with 3D software offers far greater flexibility and allows for the creation of computer-generated renderings that eliminate the need for post-production retouching to remove unwanted artifacts from the scene.
Creating Buzz with Customer Engagement
Higher engagement rates are a result of visually compelling content, and CGI elevates the game by enthralling viewers with its otherworldly charm. Social media shares of these eye-catching ads are more likely to occur, greatly increasing brand exposure and reach. Businesses can effectively showcase their offerings by using CGI to create stunning product images, interactive advertisements, virtual videos, and room scenes.
Limitless Opportunities
There are countless opportunities to quickly and easily create and modify content with CGI. Customers who wish to introduce whole product lines or experiment with various settings throughout the day to test out various settings and environments will find great advantages in this. The only restriction when using CGI is one’s imagination. It could be defying the laws of physics, taking viewers to amazing places, or even breathing life into imaginary characters. The opportunities are endless, enabling the production of genuinely distinctive and engrossing commercials.
Cross Platform Compatibility
The adaptability of CGI is its best feature. The three most often used mediums of interaction are cell phones, tablets, and PCs; a significant portion of user interaction occurs on cell phones. Because audiences prefer familiarity, it is imperative to provide them with identical experiences across all platforms. Once the model is ready, it can be animated or even made into an interactive game using computer-generated imagery (CGI). It can be displayed on any screen, device, or media platform.
Constraints of CGI Advertising
While there are many benefits to using CGI in advertising, there are also potential drawbacks.
- Cost
- Authenticity
- Ethics
Cost
CGI can be costly, particularly when creating intricate or lifelike images. For startups and smaller companies looking to experiment with technology in their advertising campaigns, this can be a barrier.
Authenticity
When CGI is used to produce fictitious images of goods or services, some consumers may believe that the advertisement is deceptive or unauthentic. Furthermore, using CGI excessively can make a scene seem untrue. Advertisers that use traditional filming techniques risk losing the interest of audiences if they grow too accustomed to seeing CGI.
Ethics
The usage of CGI in ads raises additional ethical issues. These could involve the possibility of making false claims or misrepresenting products.
Future Trends in CGI
CGI is turning into a vital tool for virtual marketers as businesses strive to produce more captivating and immersive content. Let’s examine some upcoming changes in CGI technology and trends that digital entrepreneurs should be aware of.
- Real-Time Rendering
- AR (Augmented Reality) and VR (Virtual Reality)
- AI and Machine Learning
Real-Time Rendering
The era of real-time rendering is revolutionizing content creation in marketing. This makes it possible to create interactive and highly dynamic content by enabling the technology of real-time CGI. Real-time rendering enables marketers to create immersive reports, adjust to user interactions, and instantly personalize content.
AR (Augmented Reality) and VR (Virtual Reality)
Virtual reality and augmented reality technologies are increasingly being incorporated into online marketing and advertising campaigns. Marketers use AR and VR to create immersive logo storytelling, digital showrooms, and interactive product reviews. Given the anticipated growth in the use of AR and VR in advertising, it is imperative that digital entrepreneurs investigate the ways in which CGI can enhance these studies.
AI and Machine Learning
The application of CGI by marketers is being revolutionized by AI and ML. With the help of these technologies, business owners can analyze large datasets to gain insights into the behavior and potential of their customers. Additionally, this data can be utilized to produce more specialized and tailored CGI content.
Success Stories
Jacquemus
Internet absurdities are nothing new to Jacquemus! The upscale French fashion brand gained international attention in April when their cult-favorite Bambino purses were spotted wandering the streets of Paris. With millions of interactions, the campaign went viral online and expanded Jacquemus’s reach and brand recognition.
Maybelline
The Maybelline Sky High Mascara Express campaign quickly became viral on social media. Popular forms of transportation were featured in short films posted on Maybelline’s Instagram, with life-size mascara brushes brushing back their oversized eyelashes. Customers became more aware of Maybelline’s new product due to the campaign, which highlighted it.
Barbie
Who can forget the viral Barbie campaign that went viral on the internet? A massive Barbie appeared in front of the Burj Khalifa in Dubai prior to the Barbie movie’s premiere. Despite having nothing to do with Barbie’s official marketing campaign, the video created curiosity and made sure that the film was in everyone’s thoughts.
Just a social media fad?
There is also the belief that CGOOH is a passing trend. Many believe that it is excessive. People are starting to grow tired of the fashion. But is it truly their fault? It was received and embraced so quickly that nobody had a chance to recognize its potential fully. It is necessary to examine the possibility at this point. Nevertheless, savvy brand managers and agencies intend to go beyond this. However, where it goes from here will be what sets it apart.
Some claim that since the field is constantly changing, marketers will need to adapt. Evolution is the obvious solution! There will always be new technologies, but what will set them apart is how skillfully they are used to convey compelling stories and leave an impression.
Final Words
Brand-audience relationships have been transformed by CGI marketing. By telling gripping stories and arousing feelings, CGI produces memorable experiences that have a profound impact on customers. Using CGI in advertising can lead to more creative and appealing ads, as well as the ability to simplify and communicate complex ideas. CGI is expected to become a digital marketing backbone as this revolutionary technology gains traction and creates captivating connections with viewers unlike anything seen before.
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