Out-of-home advertising has been changing a great deal in the last ten years.
Digital screens are now a fixture in most cities, big data is starting to make pricing fairer, and it won’t be long before day parting and perhaps, some day, one-to-one ads are served.
Add to that mix the interactive ad, which McDonald’s is getting stuck into at its most famous ad spot, above Eros in Piccadilly Square, London.
The concept is a website optimised for mobiles that allows one to create a character and then share it or download it. If one is near the Piccadilly screen, the character can be uploaded to ‘Little Piccadilly’ and virtually Lord it over the square.
In this post you can see some imagery from the campaign and I postulate what interactive ads might mean for engagement and content.