Tiger Party shares outlook on how immersive experiences will transform billboards into genre-bending brand journeys in 2023
By M4G Bureau - December 16, 2022
Affinity will be the key for 2023: Tiger Party CEO Rafale Chang
Sharing the outlook for 2023 on DOOH innovations, interactive DOOH pioneer Tiger Party -- located in Times Square, the most important hub for creative campaigns and immersive DOOH technologies in the world – cites in a media release that “from the busiest commercial intersection in the world, we can tell how brands have scrambled to become 3D anamorphic pioneers. That includes the hyper-realistic Samsung tiger in Times Square, the giant hand from unreal magic from ASUS space, the floating luxury perfume from Dior, and endless rolling rings and jewellery from Bulgari.”
Tiger Party, the consultancy that since 2010 has been responsible for interactive DOOH campaigns, Times Square takeovers, and the most important viewership of the year, synchronising the countdown for the Times Square New Year's Eve celebration, maintains that “all of these installations are sending the same message: a different environment than our normal day to day experience is the key. After months of intense promotion from companies in various sectors, the public has developed a taste for visual surprises that exceed physical reality.”
Tiger Party CEO Rafale Chang shared his thoughts for 2023, "The year-end conversation is all about how global brands can leverage different digital channels and build brand impressions. "Affinity will be the key for 2023," he said .
Use DOOH to create brand stories that are lived, not told
Tiger Party asserts in the release that “3D DOOH art is the new black in DOOH advertising. Moments like the iconic Tokyo Cat, have pushed the boundaries between art and advertising. And beyond viral fame, they are becoming attractions in themselves.”
3D ads are set to become the new frontier in audience engagement. One study by Forbes found that 3D advertising boosted conversion rates by 40% compared to traditional advertising. It benefits not only the brands by attracting the audience’s attention, but the billboard owners by making their media assets (the location) more iconic, enhancing the potential of sales to the next level.
With more and more media owners into the technological capabilities, the advertisers get the chance to use it to create immersive brand experiences, such as superimposed features, live camera feeds, and other AR features. Those real time engagement and reaction from the audience are turning into great social media moments and mutual benefits to the advertisers as PR material.
How to enable Next-Generation DOOH experiences
Tiger Party explains that there are two approaches to securing onsite attention, social moments and media coverage for a campaign: either make it relevant to the audience or even get themselves involved in it.
Many brands use this formula when synchronising Times Square takeover campaigns, turning the world's most famous intersection into their own runway show, lighting up the night with unique brand moments.
As a comprehensive LED consultancy and digital signage creative expert, Tiger Party, draws on years of experience to turn regular digital screens into a visionary canvas that brings not only what the audience—potential customers—have come to expect but experiences they could never have imagined.
With GOTIGER PRO, Tiger Party's proprietary signage system, billboard owners have a turnkey DOOH solution for creative content playback and ads sales, this signage engine supports up to 1/60 of a second accuracy for live content synchronization, 8K data transaction, and applied new technologies that display multiple layers of visual creative on compatible LEDs. It’s a jump start to successfully tie up the brand messaging and audience engagement.
The stage is set for Tiger Party to once again manage the behind-the-scenes of the NYE 2023 celebrations in Times Square.