On the occasion of the event "Conversazioni Digitali" (Digital Conversations), held with different stakeholders at Teatro Vetra of Milan and MaXXi museum of Rome, IGPDecaux officially launched its new Digital Assets spread throughout Italy. A total of 315 digital screens, which will turn 360 by the end of the summer, a huge investment that will transform the way Brands and the whole Market approach the Out of Home, which deserved to be analyzed properly with an innovative event advocated by President Jean-Sébastien Decaux and CEO Fabrizio du Chène de Vère.
Those new assets spread from Milan's Digital Shelters, to Linate Airport's external large format displays, LCD digital networks of Rome and Naples underground, and last but not least Smart Brics and Smart Content, the new tools giving to Out of Home the chance to fulfill every advertisers' dream: to give pertinence, promptness and contextualization to communication. Those tools have common requirements, i.e. context, but do operate on different spheres: the former effects planning, the latter broadcasting.
A lot of big news have been presented in this event, which was not an ordinary corporate event, on the contrary a real conversation with the market itself that included interactive moments and demos of the most innovative products. A way of communicating that, as sustained by Alessandro Loro -Head of Communication and Innovation- perfectly reflects the one of the Out of Home Media.
"What would happen if we apply the concept of Digital Conversation to outdoor advertising? Saying that an out of home display could have a conversation with the user is like saying that the two of them could actually meet. The electronic machine changes for good the architecture of advertising, the way in which the display builds the communication space and so its message. The message is no longer "I was waiting for you" but turns into "I was looking for you".