The one thing I don’t like about Las Vegas (and there is
only one thing) is all of the bright, flashing digital displays. You can’t take
two steps without being bombarded with a digital billboard telling you about
the hottest new tiger show in town. So, when I go to the mall, the last thing I
want in my face is shiny digital media.
Apparently, I’m in the minority on this one.
Westfield, one of the Europe’s largest shopping malls, is
oozing digital media from every pore, with more than 100 retailer advertising
screens, and one as large as 646-sq.-ft.
According to a recent article in the New York Times,
Westfield London is one of the first shopping centers to offer such a huge
amount of digital media, a la Vegas style. Yet, these digital billboards
are more fancy schmancy than traditional digital media. They are encased in sleek
pods made of Corian. Insert "ooohs and ahhhs" here.
Retailers such as Tiffany & Co. think it’s a smashing
idea, and have signed up to have their digital images flying all over the
Call me old-fashioned, but what about good ole’ static
billboards? You know something like Giorgio Armani’s billboard with David Beckham
in Emporio Armani underwear? Now, that would appeal to just about anyone.
There are no neon lights or moving images and yet, it’s a very effective
billboard. In fact, you can walk/drive/jog by it and not get hit with a case of
Malls are pretty busy places as it is, and adding digital
media seems like a bit too much. The New York Times article reports that
digital media companies are trying to lure luxury retailers into digital
billboards with the slant that digital is a more upscale advertising option. Clive
Punter, CEO of CBS Outdoor International, said that spending on digital outdoor
ads has risen "at an annual rate of 40 percent in Britain." Not bad,
There are some definite benefits to digital media, such as advertisers’
ability to rotate a multitude of ads to maximize profits. And if retailers
want to change up their advertising messages, they can have different ads show
at different times of the day to meet particular demographics. As a consumer,
though, I find them slightly overdone and intrusive.
Give it to me straight people, is digital media the next big
thing in retailer advertising? Do we really want to bring Vegas to our local
shopping malls? Europe has and they are kind of smart…Weigh in with your