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This week is a digital one! We’re talking about Google’s answer to ChatGPT, the power of DOOH and some innovative and contextual DOOH advertising in Dublin.
Enjoy!
Google has launched its AI chatbot, Bard, the company's answer to OpenAI’s ChatGPT.
The chatbot is currently available to just 10,000 “trusted” US and UK users while Google gets it ready for wider public use. But if you really want it, Google account owners can sign up to the waiting list.
“Even after all this progress, we’re still in the early stages of a long Al journey. As more people start to use Bard and test its capabilities, they’ll surprise us,” Sundar Pichai, Google and Alphabet CEO, said in a letter to employees.
“Things will go wrong. But the user feedback is critical to improving the product and the underlying technology,” he added.
The power of DOOH
A study commissioned by Ocean Outdoor, found DOOH “primes social media content positively” and “people are drawn further to brands on social media when they have seen the brand coverage on DOOH first”.Research company Neuro-Insight used headsets to measure the brain responses of people looking at different forms of social media posts featuring DOOH screens.
The study involved two cohorts in London and Manchester – a total of 138 participants – who were shown DOOH content on TikTok and Instagram.
The results showed increased brand perception, emotional response and dwell time for those who had seen DOOH on a physical screen and then saw the same content on social media.
“Viewing the same piece of premium DOOH content on a physical screen first and then seeing that DOOH screen amplified socially strengthens brand perception and elevates attention levels,” said Neuro-Insight.
“Socially-amplified DOOH content shared by brands strengthens brand familiarity and relevance and celebrity influencers strengthen excitement and authenticity.”
Phil Hall, chief executive at Ocean Outdoor UK, said: “Put simply, if a brand has a social media strategy on the plan then it needs to build in DOOH to make it better and more effective.
Tesco
Speaking of DOOH, bespoke messages are being directed at Dubliners to guide them to a Tesco store that’s off the beaten track. Charlemont Square is a new Dublin development, in a neighbourhood with lots of footfall. But the team behind the campaign was concerned that the new Tesco store was a little hard to find.
As Tesco Ireland marketing director Cathal Deavy explained: “We are really proud of our new Charlemont Square store and because we are a little tucked away, we wanted to have some fun with the challenge of letting our customers know exactly where we are.”
Created by BBH Dublin, the campaign uses a traditional 48-sheet poster and projects onto it. With a copywriter on hand manning the keyboard, bespoke messages are sent via the billboard to unsuspecting passersby.
Each message is personally tailored while pointing out the Tesco Express store close by.
Sam Caren, creative lead at BBH Dublin said: “First impressions are important and they say you only get to make one. With this approach, we get to make an impactful impression, multiple times, on multiple people and have a ton of fun doing it while answering the brief of letting people know the new store’s location.
Watch the creative here: