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Digital screens in Amsterdam: art, culture & content by CS Digital Media
Discover how CS Digital Media uses creative DOOH content to connect travellers in Amsterdam with art, culture and the city, from Stadsgezichten to Art Cloud.
New and unique content concepts take over the station
The concepts act as a valuable, consistent addition to the station environment and increase the engagement of Amsterdam's residents and visitors. Mark Bontekoning (Business Analyst): 'Our experience with other content concepts helped us put into words and develop what we're going to do in Amsterdam. In many ways, this is completely new and unique, if only because of the use of purpose-built applications.'
Sustainability
With smart energy solutions and green ambitions, together we're building a responsible, clean future.
Innovation
Through continuous technological innovation, we create the smart, impactful media experiences of the future.
Health
Through meaningful initiatives and targeted actions, we promote the health and vitality of people and society.
Experience
We transform public spaces into inspiring, dynamic environments that move and connect us.
The value of editorial content
The main underlying goal of showing this content is to connect travellers with the city. Another aim is to make the digital screens more attractive, so that people also look at the ads more often. In developing this, CS Digital Media drew on scientific research into how Digital Out of Home works as a medium. Time and again, this research shows that a carefully considered, high-quality combination of advertising and 'infotainment' not only 'softens' the wait, but also, consciously or not, gives the impact of ads an extra boost. A neuro study by the German DOOH company Mediaplus found: 'Due to a higher level of activation, ads on information and entertainment screens make an exceptionally strong impression. The message and the advertised brand are stored in the viewer's long-term memory, and the brand structure is reinforced.' The study also showed that neural activation increases significantly when the ad fits within the editorial content.
The riches of the city
Art Director Sebastiaan Hendriks sees yet another function for what he calls 'enchanting and overwhelming' content. 'With our content, we want to increase viewers' affinity for the medium. Put simply: to create appreciation for the screens. From the situation in Rotterdam, sometimes called "the virtual mirror image of the modern city", we're learning how to enrich the experience of waiting.' It's no coincidence that a journalist from the daily newspaper Trouw wrote at the time that 'waiting for the metro in Rotterdam has become fun'. In fact, travellers reportedly even minded missing the metro less. Hendriks: 'We're now almost ten years on, and compared with Rotterdam, we're bringing a 2.0 version to Amsterdam. The focus of this content is also mainly on the capital's rich wealth of art and culture: the museums, the history, the events, the artists, from established names to up-and-coming talent.'
- Stadsgezichten (Cityscapes) – Hendriks: ‘With the Stadsgezichten concept, we show the colourful diversity of the city by portraying Amsterdammers. The footage needs to be striking and stylishly filmed..’
- Museaal Mokum – In collaboration with the City Archives, the Amsterdam of the past will appear on the screens: Museaal Mokum ('Museum Mokum', after the city's nickname). Hendriks: 'We're going to programme monumental historical images at specific locations. At Amsterdam Centraal you'll see old trains passing by, while at Vijzelgracht, for example, you'll discover what that spot looked like a hundred years ago.'
- Art Cloud – Hendriks expects the Art Cloud concept, a 'digital museum', to attract wide attention. 'We're going to show the work of local (video) artists, from students to professionals, on the screens. It's a win-win: the artists get huge exposure, and you draw people to the screens with eye-catching content.'
- Instadam – Hendriks: ‘The city's vibrancy will also come through in the Instadam concept. At its core is live coverage of major events such as Pride, the Uitmarkt, Amsterdam Dance Event and so on, on the digital screens but also on social media, where people can upload and download images themselves. During these events, we're essentially connecting what happens above ground with what happens below. At the same time, the city can use the network, through crowdsourced content, to keep travellers informed about what's happening during such an event.’
- District Peek – At the stations along the North/South Line (and elsewhere where relevant), CS Digital Media will broadcast dynamic impressions of Amsterdam entrepreneurs and their surroundings.
An inspiring digital world
Hendriks: 'Yes, I've done some homework: this city has a real treasure trove of exciting material. Perhaps you'll encourage people who wouldn't readily visit an arts institution to go and take a look after all. At the same time, it elevates DOOH as a medium. I believe this concept can truly captivate people, especially once we add new technology and applications. I can picture the most exciting combinations. It will keep people glued to the screens and encourage them to submit their own films, perhaps even with the chance of winning a prize. The sky's the limit. Amsterdam is gaining an inspiring digital world.'
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