Vídeo: Outdoors de bilhões: a moda dos ecrãs de alta tecnologia

🗣️ Transcrição automática de voz para texto.

the Billboards and Outdoor Advertising Market is booming artificial intelligence and Ultra fast connectivity have brought fresh growth to an industry now worth more than $30 billion worldwide Welcome to The Exchange from our studio here in Doha coming up on this episode we speak to JC doco one of the biggest billboard businesses on the planet the company’s Chief data officer syane lebor explains how big screens are changing the way Brands and citizens connect with each other plus we talked to Nicolo deasi chairman of futurum research about the technology revolutionizing Outdoor Advertising well the sphere opened in Las Vegas last year with a massive 16k wraparound screen it’s estimated to have cost a staggering $2.3 billion making it the most expensive installation of its kind ever built in the city launched in 2021 in the Shinjuku area of Tokyo one of the largest video screens in Japan has been entertaining pedestrians with its popular 3D cat at over 8 m tall and almost 19 M wide the friendly feline pops up to greet people walking below seven times every hour from 7:00 a.m. to 6:00 p.m. and back in the US Detroit Metropolitan Airport launched a high-tech screen in 2022 that provides personalized information to a 100 Delta passengers on a single screen at the same time each passenger is offered completely different information customized to their Journey the screen greets each traveler by name and shows them a range of information from their departure time to which direction they should walk next competing with Brands like Clear Channel outdoor and Lamar Advertising French familyowned company JC Deco operates one of the world’s largest Networks works of outdoor advertising displays reaching an audience of 850 million people I asked Chief data officer syane leorn how technology and data is transforming the business of advertising in public spaces so technology is bringing different opportunities to are do advertising on one end you can see in the execution of the advertising in the public space You Can Have Much More interactivity Much More uh brilliant execution of the creative power of the brand we are working with it has become a really really engaging interactive media that is also very very experiential because by being on a public space you can really connect directly with the consumer digitization of our media is accelerating and we are seeing a fantastic growth we are also making a lot of effort around data to make sure that we provide the best solution for Brands to Target to understand the consumer and their behavior on the public space and to be able to execute truly Dynamic campaign making sure that we take into account the context but also the last uh important stretch we are looking into is how we can provide more services to everyone Based on data making sure that we improve uh the day-to-day life of as many people as we can from France to Qatar earlier this year the organizers of Doha spectacular Expo 2023 event invited me along to test how the latest AI powered touch screens are helping visitors to customize their experience 4 million people visited katar’s Expo between October 2023 and March this year the huge Horticultural event showcased exhibits from 80 countries stretching across 1.7 million square met of doha’s albida Park thousands of outdoor displays and interactive touch screens like those here behind me were a major part of this event many of these screens have been cleverly crafted with AI to enhance the visitor experience Fred neat Expo 2023 digital content manager is the man in charge of this vast network of screens this really works when you are here and you can either go from one screen to the next seeing you know what’s next or you can just have it on your phone and navigate uh and actually see it before you get there and also what is on the way to get there what you can where you can stop and what else you want to see so I do believe that this is a tool that uh future Expos are going to are going to want to uh you know it’s a good idea to have it for sure you know like they’re going to want to battle this it’s not just about wave finding and maps and you know like 3D models it’s about Ai and obviously all the fun you can have with that from Aid driven art to interactive adverts increasingly it seems there are no limits on the role screen time can play in the future of events Nicolo deasi is Chairman of the global technology research firm futurum group I asked him to explain the trends behind this growth in the high-tech outdoor screen market so outdoor advertising one can argue is the oldest form of advertising it’s the original form of advertising and what’s fascinating in today’s world uh is that it’s being Amplified you know instagrammers want pictures with Great Outdoor advertising and great places that denotes and canotes they were there and what they were doing um and you’re seeing that uh ultimately we’re really just scratching the surface as we start to digitize these these outdoor billboards with where we can drive gamification connectivity with your cell phone connectiv you someday even with maybe your Apple Vision arvr mixed reality headset um and of course you have other Tailwinds at the back of this such as the growth of cities the rebound of cities after the pandemic and I think that when I look at the next couple decades I really expect that this medium will go from strength to strength now it’s time for our regular feature business in 60 Seconds start the clock it’s time for the world’s largest watchmaker to have their annual general meeting citizen the 106y old multi-billion doll watchmaking group has a diversified strategy investors will be watching to see if their approach of selling products at both ends of the market is a plan that can continue to stand the test of time Levi Strauss and Company will share a Q2 release for 2024 the group reported an operating loss in the first quarter of the year attributing the disappointing performance perance to the closing of its denisen brand and exiting the Russian Market bosses are hoping to ensure analysts will be reassured by a new 20-year deal with Logistics giant gxo designed to improve the company’s efficiency and pets at home group PLC the growing UK pet retailer has its AGM the group now operates at 450 different locations the company now also provides a network of instore vet surgeries and grooming centers smartphones have revolutionized what people can do with the very smallest devices but thanks to Ai and Big Data the power of the big screen has had a Resurgence and is booming too well that’s all we have time for on this edition of the show thank you for watching please do check out euronews.com for all your latest business news and join us again next time on the exchange