Seoul’s SMTown Coex Artium had made marketing and media waves with a giant LED, high-definition, outdoor advertising screen that measures 80 meters by 23 meters. The realistic one-minute digital art features crashing waves in an illusion that makes the two-dimensional wraparound display appear like a 3D tank.
The project was designed by South Korean digital marketing and media technology firm, d’strict, which specializes in immersive content for advertising, art marketing, education and entertainment. This new project is the latest addition to the company’s portfolio, which includes commercial work and outdoor installations for clients such as Samsung and LG.
Jun Lee, Business Development Director of d’strict said that, “We want to create overwhelming experiences. We’ve produced a lot of content other than advertisements on public media LED screens of various sizes and shapes, such as in office lobbies, shopping malls, hotels and theme parks.”
Lee explained in a local interview that that one of the company’s goals is to help building owners with outdoor public media (known as DOOH ... digital-out-of-the-home) have historically made money through ads, which normally showing specific brand advertising content. However, as DOOH evolves, building owners can also generate revenue by sponsoring art installations that help brands to deliver a more emotional and subtle brand message.
Lee says that in order to facilitate this type of innovative content, that it licenses display space in public areas through its IP licensing business model. This allows licensees to display the content in a limited space for a limited time.
On a long-term basis, d’strict plans to create a library of licensed content for outdoor public media, which will allow for high-quality content to be displayed at a lower cost, because it is reusable rather than custom built.
Lee said that the goal for the company is, “To develop numerous attractive visual content that can be licensed into any size and shape of the public media screen consistently.”
Lee also says that the company is developing innovative content for both indoor and outdoor spaces and also developing new business models for this type of media. As well as DOOH, the company plans to launch an art and technology indoor theme park on Jeju Island this summer that will feature a holographic theatre and be able to showcase new content.
As telecom companies wonder how to make money out of 5G services, companies such as d’strict point to new business models that include innovative art installations and augmented reality for entertainment, education and next-generation advertising. The challenge for service providers is to partner with content creators to enable dynamic and immersive content experiences such as those provided by d’strict.