Out-Of-Home is one unique advertising medium that allows for flexibility and dynamism. It is the only traditional advertising medium that seems to be gaining momentum in the face of technological innovations.
While other forms of advertising seem to be striving to keep their heads above water in the wake of social media and digital marketing, OOH – on the other hand – has benefited immensely from these innovations as portrayed by the adoption of Digital Out-Of-Home (DOOH). Digital Marketing Strategies reports that over the last year, traditional marketing had fallen by nearly 160% while in the same time frame expenses for digital marketing increased by over 14%.
The introduction of Digital Out-Of-Home has brought about emerging trends in outdoor advertising. My previous post on using DOOH to engage your audience, discusses explicitly how DOOH fosters interactivity between a brand and its customers highlighting how DOOH offers advertisers control over content – promoting real time content feed. Below are some forms of OOH advertisements that will be explored – both now and in the nearest future – with the emergence of Digital OOH.
In recent times, outdoor advertising has been tailored to suit the needs and preferences of customers. Recently, a start up company in Boston developed a technology that changes billboard ads based on the identity and general demographic of individuals passing the board. Customers now experience real time OOH ads that speak directly to their needs at any point in time. For example, a customer at a bus-stop may see an advertisement for an auto-mobile. When it starts raining, the bus-shelter ad changes to that of an umbrella ad or a rain-coat. These experiences create a lasting impression in the minds of the consumers and prompt the need to purchase that product whenever they walk into a store.
OOH advertising has transcended beyond capturing just the sensory element of sight. Rather we are now experiencing a holistic integration of all five sensory elements. DOOH has made it possible for customers to feel, smell, see and hear ad messages from brands. An integrated marketing communications campaign with specific emphasis on creative outdoor ads leave an indelible mark on consumers, thereby fostering brand recall and promoting brand strength.
Mobile Phone Information:
Near Field Communications (NFC), found in some smart phones has taken OOH to a whole new level. Consumers can now interact with DOOH ads using their smart phones. NFC is a short-range high frequency wireless communication technology that enables the exchange of data between devices over about a 10 cm distance. It combines the interface of a smart card and a reader into a single device. With NFC, when consumers walk past a store and view a digital signage or DOOH ad pertaining to the store, they can get advertisements specific to the store, like coupons, sent directly to their phones via text messages or email.
Personal Preference Profile:
Social media has given advertisers access to basic profile information about members of their target audience. With this information, they can make OOH experiences more personal and more interactive. With NFC, advertisers can send personalized messages to customers using information such as their favourite colour and food to influence their buying decision. A customer can see something like “Good day Liz, We have new jeans in your favourite colour – pink- why don’t you try them out.” Similarly, advertisers can wish their customers a happy birthday on digital screens or billboards and also publicize live feeds from a customer’s social media account commemorating his birthday or any other anniversary. You can see a message such as “Happy birthday Dan. Thanks for being a loyal customer of XYZ brand for five years.”
With the introduction of Microsoft’s Kinect, advertisers can now turn OOH advertisement into the ultimate form of user interaction. Consumers can experience the adverts using 3D technology and can become part of the ad message.