Monster Media UK, PHD and Hyperspace, the innovations division of Posterscope UK, have teamed up to devise a new street-level interactive ad for YouTube.
The linked LCD-based digital display is located on Carnaby Street, in the heart of Soho’s busiest retail and entertainment area and features user touch interaction and sound capabilities.
Pedestrians are encouraged to take control of the ad by selecting a video clip from one of five popular programs, including: “Father Ted,” “Derren Brown,” “The IT Crowd,” “Peep Show” and “Shameless”. Once a segment is touch activated, the system transforms into a screen displaying teasers from the show.
The new street-level display is part of a broad marketing campaign – including bus sides, tube panels, full-page print ads, and online videos – by YouTube to promote its new “shows” section, bringing together full length programmes and clips from YouTube’s professional content partners.
The installation will be monitored and mantained by Monster Media, which will also track the number of times the system is activated, providing YouTube with a tangible ROI
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