Taipei Arena Uses Social Media in Giant DOOH Signage Install

Taipei Arena is an impressive structure, built in 2005 to host major international indoor sporting events in Taiwan, holding 15,000 people. Additionally, 2,000 feet² is dedicated to an array of shopping, eating and entertainment facilities. With a huge audience – nearly 13 million visitors to the complex as well as nearby commuters – Nova Media wanted an impactful way to capture attention while at the same time creating a memorable, entertaining experience. Additionally, the opportunity to generate advertising revenue as well as provide a public service with government and non-profit messaging presented itself.

(DOOH) experience

A Scala digital out of home (DOOH) experience integrated with social media was the solution they decided on, conceptualized and executed in August and September 2013. The solution uses the largest digital display screen in all of Taiwan, measuring 2400 meters², on the outside wall of the arena to display photos shared on social media in an engaging fashion. For an entertainment complex, offering those in and around the arena the unique experience of seeing their name and photo on such a large scale carries over the branding of a fun and exciting place to be and visit.

For such an impactful experience, the process for users couldn’t be easier. A Facebook member downloads the free mobile app and uploads a picture of their choice. After a quick quality-assurance approval process, photos make it into the display queue, and a mock-up version of what the arena will look like is posted to the user’s Facebook page. To take the audience engagement even further, the Facebook message also lets them know exactly when to head over to Taipei Arena and see their photo displayed. Lastly, once the picture is displayed on the arena, a webcam snaps a shot of it in action and posts it to the user’s Facebook page, finishing the seamless social experience. In the end, the arena has created a fun, exciting engagement with potential visitors and essentially with all their social media followers.

The displays also showcase commercial advertisements in addition to the social media posts, generating ad revenue. The flexibility of the Scala platform allows for easy drag-and-drop, playlist-style scheduling of the videos and posts via Scala Enterprise Content Manager, which can be updated from anywhere with a just a web browser. Two additional digital installments by Nova Media, powered by the Scala platform, are Venus and Cupid Taipei LED displays used for targeted advertising in high-traffic areas of Taipei. Having video content that can be centrally updated was a key to the success of these projects, ensuring that the three screens of differing dimensions are relevant and running smoothly.

The Venues screen measures about 113 meters² and is located in a popular entertainment and retail district, featuring high-quality hotels, department stores, foreign restaurants and boutiques. The screens dynamically display sharp, eye-catching imagery specifically targeted for the high-end business people and tourists that comprise the audience. Cupid Taipei LED is strategically placed in an area of Taipei with many wedding dress and wedding-related stores. Standing at 59 meters², the content predominantly promotes commercial advertisements of specific interest to that crowd.