A few weeks ago we had the pleasure to exhibit at the DPAA 2013 Summit. It was a our chance to show off our network, and rub elbows with our peers in the industry.

Right before lunch, John Bond, Chief Tomorroist at Tomorro LLC, gave a presentation entitled “Creative Everywhere! talking about the latest trends in creative and a look at outstanding creative running on digital place-based screens.” Mostly, he spoke about context in advertising:  Thinking about the audience’s environment and state of mind in the precise location in which they are being reached.

Here at Adspace, we’ve been thinking about the viewer’s frame of mind since the beginning. We’ve developed an extensive programming lineup: fashion trends, real-time sale information, style tips, etc… completely relevant information when you consider the venue.

Our audience is generally in a good mood and prepared to spend some bucks.  Many times they are surrounded by the very retailers that are advertising on our screen. In this way, retail advertising on our screens is inherently contextually appropriate, but I want to take it a step further and look at the creative side. Since the beginning there have been some great ads that made a point of acknowledging the audience’s environment and frame of mind, and even the smart screen itself.  Here are some spots we’ve run over the years that would make Jon Bond proud.

Paul Blart Mall Cop (2009)

It doesn’t get better than this- There were 6 versions of this spot, all appearing to be a static movie poster at first.  After a few seconds, Kevin James addresses the mall-goers with a variety of mall-specific gags.  Here are 2 of my favorites:

Starbucks Holiday (2010)

Starbucks made a series of simple graphic spots to air during the holidays that matched their signature red holiday cups, with mall-specific copy that holiday shoppers can surely relate to.

Fox New Girl (2011)

Zoey Deschanel awkwardly waves at mall-goers as they pass by in her quirky, “adorkable” style.  It should be noted, that this was part of Fox’s epic custom campaign.

Fox 26 (2011)

Speaking of “adorkable,” Houston’s local fox 26 news anchors had some fun pounding on the screen and speaking directly to the shoppers.

The Croods (2012)

This one doesn’t necessarily focus on the environment or the frame of mind, but it brilliantly breaks the fourth wall with a good old fashion screen-lick, something we’d definitely see more of in the future…

Macy’s Mother’s day Gift Guide (2013)

Macy’s ran a campaign of 4 spots and each one featured 6 gift ideas for mom.  I think it’s safe to say that during the week before Mother’s Day that was exactly what a good portion of shoppers were looking for.

Charmin Enjoy the Go (2013)

Charmin subtly reminds shoppers to look for the restroom with this tongue in cheek waterfall spot. They urge them to “Enjoy the go,” and even attahced a hashtag to it, “#Tweetfromtheseat”

What these spots do so well is bring the “you” into the story. YOU wish you got that sweet parking spot. YOU need a pee break. YOU have procrastinated too long and need Macy’s to tell you what to get your poor mother. That little bit they know about your specific situation can make an ordinary ad feel personal, almost like an inside joke.

Ha ha. Good one, Starbucks.