The SCREENS.tv Blog
Why Amscreen matters (0)
Love ’em or hate ’em – and to be honest, it’s difficult to find anyone in the digital out-of-home business who will confess to more than a grudging admiration – Amscreen makes the headlines again this week (in more senses than one) thanks to a new deal with the FT.
Yes, its “close-proximity signage” units are, to put it as bluntly as Sir Alan Sugar might, plug-ugly.
No, they don’t do many favours for the image of a medium that’s forever fighting with accusations of intrusiveness and clutter.
No, its rollouts are mostly not huge.
And no, the company is not exactly forthcoming about the extent to which they’re paid jobs, as opposed to trials whose purpose is to serve Amscreen’s marketing as much as the supposed clients.
But just look at that list of clients: HMV, Lloyds Pharmacy, BP, Whitbread, Guardian Media Group, even recently-troubled Coffee Nation, and now the FT. What Amscreen is doing with unparalleled success is bringing big, big household-name brands into digital out-of-home. And whether their networks last or fail, that has to benefit everyone trying to sell the benefits of screens.
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