The MSG Sphere and the Future of Digital Out-of-Home (DOOH) Creativity · 2023-12-13 · 3 min read · By BM Outdoor Editorial

The MSG Sphere and the Future of Digital Out-of-Home (DOOH) Creativity

Explore the MSG Sphere's impact on digital out-of-home creativity. Aidan Gibbons delves into its cultural phenomenon and DOOH's lasting potential.

The Cultural Phenomenon of the MSG Sphere

The MSG Sphere's emergence as a cultural phenomenon hints at exciting times ahead for digital out-of-home advertising. Despite the high cost of $450,000 per day, its engineering and architectural achievements cannot be ignored. While the realm of creative advertisements on The Sphere is still evolving, the sheer spectacle and functionality it brings to the table are remarkable.

DOOH: More Than Just a Passing Fad

Gibbons dismisses the notion that DOOH itself is a passing fad, drawing parallels to static outdoor billboards. He emphasizes the growing number of giant digital screens worldwide, all hungry for content. Despite concerns about potential 'faddish' content, Gibbons argues that the longevity of DOOH lies in the cleverness of ideas and their compatibility with digital screens, citing examples like Marmite and Specsavers OOH ads.

Deep Screens and Historical Roots

Laughing off the perception of 'deep screens' as a new trend, Gibbons points out their historical roots dating back to the 16th century with Han’s Holbein The Younger's The Ambassadors. The real question, he posits, is not whether DOOH and related approaches will endure but how they can spur future creativity and innovation in the field.

Pushing the Boundaries of Creativity

Gibbons acknowledges that new technologies often seem 'faddish' initially, driven by our innate curiosity. He advises brands to avoid jumping on the latest trend for the sake of it. Instead, the focus should be on effective storytelling and impactful content. Drawing parallels to traditional OOH, he highlights the success of simple yet engaging ads like BBH’s Tesco’s Ramadan screen and the classic British Airways interactive campaign.

Recognizing the Value of DOOH

Amidst skepticism, Gibbons stresses the importance of recognizing the value of DOOH, especially its unparalleled reach. He applauds its potential for big brand marketing and charitable awareness campaigns, citing examples like House 337’s He's Coming Home and Disability Is Diversity. Looking forward, he predicts the growth of real-time rendering and AI-driven performances on DOOH screens, promising an exciting future for creative minds.