- Deutsche Telekom wins in the Interactive, targeted communication between advertisers and their target groups
- Measurability of customer contacts
- 82-inch full HD display
- Sustainable solution for brand communication and market research
Presenting the POPAI D-A-CH Digital Awards for the first time, the POPAI association recognized the best projects in the area of digital signage during the Digital Signage Expo in Essen on May 6, 2009. Deutsche Telekom was the winner in the "Technology and Sustainability" category with the Interactive Citylight Display (ICLD). The decision of the jury gives recognition to the solution of one of the greatest challenges in the industry - the measurability of customer contacts and the matching of content with the respective viewer. The ICLD is the first digital signage solution to address passers-by in a targeted and interactive way, enabling dialog with the brand via a full-HD display, touch-screen and keyboard. The concept of the ICLD addresses the multi-layered requirements of out-of-home advertising: It creates a digital communication channel that responds to the interactive media habits of today’s target groups and enables objective measurement of dialog between viewer and service provider for new billing models. With its flexible content management and new insights into "out-of-home" consumer behavior, the ICLD offers advertisers a sustainable solution for their brand communication and market research. One of the key objectives is to make the reach and effectiveness of advertising comprehensible. The monitoring concept of the ICLD enables the acceptance by viewers, and thus the success of a campaign, to be measured. As a result, advertising offers can be adapted to the interests of the target group and payment can be made based on measured as opposed to estimated contacts. This was made possible through the use of camera systems in conjunction with special image-analysis software and through the synchronization of the completely anonymous information obtained with the playout times and interactive events, always fully in accordance with data protection requirements. It is now possible for users to interact directly with the individual advertising partners and messages. Content is presented in the form of high-quality moving images. There are a wide variety of application options: Real-time news, entertainment and incentive offers open up new marketing opportunities. The user can obtain specific information and interact directly with the brand. This is done on the 17-inch touch-screen, which allows the user to actively call up content and navigate conveniently through applications. Users are actively integrated and can even influence the displayed content. An integrated sound system addresses viewers emotionally and allows them to use fun applications on the digital camera. State-of-the-art data connections are provided via WLAN, UMTS and Bluetooth functions. This allows users to transfer requested additional information conveniently to their mobile device, for instance. The ICLD is also very eye-catching. At 1.68 meters wide and 2.5 meters high, the ICLD attracts attention. With an 82-inch full-HD display and an image diagonal of over two meters, the ICLD is impressive even from a distance. The side panels are back-lit extensively with RGB LEDs, with colors being individually changeable. This atmospheric effect underscores the advertising message. With the ICLD, the Deutsche Telekom Out-of-Home Media department combines the benefits of classic, large-scale outdoor advertising with the additional innovative potential of digital advertising formats. In this way, viewers can experience the advertised product close-up and make configurations according to their own preferences, for instance. The ICLD is designed for indoor use by the public. Heavily-frequented locations with long waiting times, such as airports, offices, headquarters, trade fairs and conference centers are well-suited for the display. From October, the ICLD can be reserved for advertising campaigns at Stuttgart Airport and for trade fair appearances. An agency team has developed the ideas and requirements of Deutsche Telekom AG into an overall software and content concept. The ICLD is one of the most innovative advertising formats in the world, not only surprising viewers with its classic display features, but also encouraging them to interact with its fully-equipped touch-screen. ICLD technical specifications Dimensions: 2.50 x 1.68 x 0.30 m (height x width x thickness) Weight: approx. 500 kg Display: 82-inch TFT (HD, 1080 x 1920 pixels, 16 million colors) Touch-screen: 17-inch with stereo sound-system (1280 x 1024 pixels, 32 million colors) Keypad: Stainless-steel keypad with trackball Network: W-LAN access point, UMTS, Bluetooth