Throughout China, I experienced many taxi rides with a new advertising medium I haven't come across before. Although it's not a new concept to us to have screens on the back of the front seats in cars, many Chinese taxis used them as interactive screens for various brands to advertise their products. On one single screen, it would play over various video advertisements in a screen saver mode, until you touched the screen to interact with it. Then you would be presented with about 10 different tabs, each representing different brands such as holiday destinations, make-up products and soft drink brands. Select one, and the options are in the advertisers hands- many offered different kinds of interactive opportunities, none that were very memorable or enjoyable though. I couldn't help but feel this medium offers much more potential for creative and innovative advertising than it's currently used for. It's the advertiser's chance to get the audience directly involved with the brand through the interactive screen, in any emotional, playful and/or entertaining way they please! Which would also make it much more memorable and successful as an advertisement. Instead they were rather boring and disappointing if I'm honest. This medium is great but there's vital advertising potential here that's not being used to it's fullest!
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