SCREEN-IT — INNOVATION OR A RECIPE FOR DISASTER
Muhammad Yahyaa Zeeshan
Screen-ITis a location-based Dynamic Digital Out of Home (DD-OOH) Advertising platform, which can be considered a forward leap in the innovative advertising domain. It works with rideshare drivers and other relevant partners who install -Screen-IT Smart System – which comprises a silicon diode circuit and LEDs – in their cars to turn their rear and side windows into high definition displays run targeted and pre marketed, advertising for brands and advertisers.
Considered to be the first of its kind, Screen-IT has sought to revolutionize the advertising industry by producing zero plastic waste. This certainly is challenging the way marketers and entrepreneurs are increasing their sales strategies across the board.
The founding members claim their idea, i.e., Smart System leads to zero plastic waste and zero pollution as all the ads are managed through a based cloud system. Therefore, companies can run advertising campaigns according to their needs and situations and manage different campaigns without any carbon waste and footprints.
Chief Operations Officer of Screen-IT has claimed that in the first 10 – 12 weeks of operations, Screen-It has generated more than half a million rupees as payout to the driver community, therefore uplifting the down-trodden and weaker segment of the society.
With such a substantial impact on the advertising and marketing industry, there are some drawbacks to such digital advertising. When the drivers’ speed is above a specific limit, such moving graphics and advertisements can hinder the rear drivers who might get overly indulged in such captivating advertisements, thus questioning the safety of such an innovation.
Such luminous screens and ads might divert rear drivers’ attention at night, which poses the risk of car accidents. Human error is bound to happen when attention is diverted from static to motion graphic imagery and in a country like Pakistan where Traffic rules are not stringently followed, the rate of accidents might increase just because people will be bamboozled by the aesthetics of the technology.
Although such risks are posed, there is some credibility that comes with such an innovative idea. The world is going through a rapid digital revolution, and at the same time, carbon foot-printing and environmental pollution are creating havoc for society.It is not just about how aesthetically appealing the adverts look when they are on screens; it is also about the environmental factor that the technology is providing which will drastically reduce carbon footprint.
Furthermore, technology is moving towards holograms, whereas we are far behind using motion imagery technology as our mainstream marketing medium. China and Japan used holograms on new year celebrations, countries like France and UAE used 4-D imagery on their national buildings.Cities like Vegas, Tokyo (Exhibit 1 & 2) are full of these moving adverts, and the adverts are not only found on taxis, they are also seen on giant billboards covering a significant area of high-rise buildings.
Whereas technologies like these are getting backlashed in our country just because they are not “technologically refined” and lack government backing/ funding. Therefore, such an innovation begs the question,
“Is human life cheaper than the environment, or is the environment far precious than human life?”
Las Vegas (Exhibit 1)
Tokyo (Exhibit 2)