Publication: Pantallas digitales publicitarias en la ciudad: Les Champs-Élysées parisinos y la Gran Vía madrileña
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2017
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Abstract
Esta investigación analiza los motivos de la implantación de las pantallas digitales y sus funciones y efectos en la ciudad como soporte de publicidad exterior digital, integrantes del Digital Signage Out of Home. Para ello, se realiza un análisis de dos espacios urbanos en los que se localizan pantallas digitales: la Gran Vía de Madrid (España) y la parte alta de Les Champs-Élysées (Los Campos Elíseos de París) (Francia). Ambos espacios se desarrollan al amparo del comercio y los motivos que los conducen a la implantación de las pantallas digitales en sus entornos urbanos se centran tanto en los beneficios monetarios y reputacionales a largo plazo para el anunciante, como en la mayor eficacia comunicativa de estas pantallas digitales a la hora de conectar con su público objetivo. Además, tanto en la avenida madrileña como en la parisina, estas pantallas digitales publicitarias tienen una triple función estética, cultural-simbólica y social. Permitiendo también la audiovisualización de la urbe, lo cual genera espacios dinámicos, cambiantes y mutables.
Sin embargo, los objetivos con los que se implementan estas pantallas digitales en la Gran Vía, distan con los que tienen los comerciantes en la parte alta de la Avenida de los Campos Elíseos. Por un lado, los madrileños las implementan en las fachadas de sus comercios, en busca de un valor de marca añadido apoyado en la innovación y en la revitalización del espacio creando puntos de interés turístico. Por su parte, las pantallas digitales en la avenida parisina tienden a ser implementadas en el interior de los espacios comerciales. Y es que, lo que se busca con ellas en este caso es más generar una experiencia y conectar emocionalmente con el visitante de la tienda que revitalizar un espacio urbano que es uno de los espacios turísticos más visitados del mundo.
This research analyses the reasons for establishing digital screens, and its functions and effects in the city, as support of outdoors digital advertising, which is part of the Digital Signage Out of Home. To do so, it is conducted a literature review with its corresponding content analysis and an analysis of two urban spaces where the digital screens are located: one space in Gran Via (Madrid) and another in the upper part of the Elysian Fields Avenue of Paris (France). Both spaces are developed around stores. Therefore, the purpose of establishing digital screens in its urban surroundings focuses on the long-term monetary and reputational benefits for the advertiser, as well as on the greater communication efficacy of these digital screens to reach its target. Besides, in the Madrilenian street as much as in the Parisian one, these digital advertising screens have a triple aesthetic, cultural-symbolic and social function. They also allow the audiovisualization of the city, which generates dynamic, changeable and mutable spaces. Nevertheless, the goals to install these digital screens in Gran Via are far from the ones that the shopkeepers have in the upper part of the Elysian Fields Avenue. The aim of the incorporation of digital screens in Gran Via is to provide this space with an added value of the brand and to revitalise the space by creating landmarks. In contrast, digital screens in the Parisian avenue tend to be installed in the inside of commercial spaces. In this case, the primarily aim is to generate an experience and to emotionally connect with the shop visitor rather than to revitalise a city space, that is one of the most visited landmark in the world.
This research analyses the reasons for establishing digital screens, and its functions and effects in the city, as support of outdoors digital advertising, which is part of the Digital Signage Out of Home. To do so, it is conducted a literature review with its corresponding content analysis and an analysis of two urban spaces where the digital screens are located: one space in Gran Via (Madrid) and another in the upper part of the Elysian Fields Avenue of Paris (France). Both spaces are developed around stores. Therefore, the purpose of establishing digital screens in its urban surroundings focuses on the long-term monetary and reputational benefits for the advertiser, as well as on the greater communication efficacy of these digital screens to reach its target. Besides, in the Madrilenian street as much as in the Parisian one, these digital advertising screens have a triple aesthetic, cultural-symbolic and social function. They also allow the audiovisualization of the city, which generates dynamic, changeable and mutable spaces. Nevertheless, the goals to install these digital screens in Gran Via are far from the ones that the shopkeepers have in the upper part of the Elysian Fields Avenue. The aim of the incorporation of digital screens in Gran Via is to provide this space with an added value of the brand and to revitalise the space by creating landmarks. In contrast, digital screens in the Parisian avenue tend to be installed in the inside of commercial spaces. In this case, the primarily aim is to generate an experience and to emotionally connect with the shop visitor rather than to revitalise a city space, that is one of the most visited landmark in the world.
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