In December 2019, IGPDecaux installed 73 new 75 '' ultra HD LCD screens in the milanese underground, improving the quality and the size of the advertising communication. The implementation of the iVISION involved the M1, M2 and M3 underground lines and, in addition to those already present on the M5 line (70 ''), the total number is of 98 frames distributed over 15 stations.
The underground structures are characterized by a high frequency of exposure and allow an up-close access to the advertising message. In addition, they are positioned in strategic areas granting stream coverage and the optimization of their visibility. In the case of the iVISION, the synchronization of the screens positioned in the same area is an additional element which maximizes the effectiveness of the message, increasing the audience involvement. Confirming the potential of these structures, are estimated a total of over 33 million of contacts in a 7-day period (based on Audioutdoor data).
Thanks to the IGPDecaux VIOOH Content platform, which allows a dynamic content management and a data-driven planning of the campaigns, it is also possible to give more contextualization and effectiveness to the communication. All the screens are perfectly integrated into the platform enabling a real-time changing of the creativities depending on the weather conditions or the various time slots of the day.
The Digital represents the main source of innovation for the Out of Home media, and the most versatile asset to meet the customer’s needs: thanks to an increasingly advanced use of the technology, it is also possible to obtain effective solutions in response to specific targets. By introducing the new iVISION, IGPDecaux improved the Digital asset, welcoming the continuous evolution characterizing the digitalization of the OOH media.