The new era of advertising billboards starts in Rome. At Largo di Torre Argentina - one of the most visited squares in the capital - TIM and Urban Vision have implemented a solution that innovates advertising on digital outdoor maxi-billboards for the first time ever in Italy, by adapting the flow of advertising content in real time to the people passing through the area (Real time Out Of Home targeted advertising).
An initiative that will change urban communication, offering recipients the opportunity to enjoy increasingly contextualised advertising content, and advertisers to plan more effective communication campaigns than the solutions currently available on the market.
This project is part of the partnership between TIM and Urban Vision Group - the leading creative-tech media company, pioneer in Out of Home advertising - following our Open Innovation model that focuses on industrial collaboration to accelerate technological innovation.
Specifically, this solution was possible thanks to the real-time, anonymous and aggregated use of data collected by TIM's mobile network. These data, supported by Urban Vision systems, enable much more effective ways of planning. An example of how data analytics (which we are employing also to plan new joint services) can generate new application opportunities in multiple fields.