It is the era of story-telling and brands are embracing the art of content/inbound marketing to capture the attention of their customers.
According to hubspot.com, “inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”
Out-Of-Home advertising has embraced this marketing strategy by employing interactive content displayed on OOH structures. The emergence of Digital Out-Of-Home has made this easier and can be regarded as a partner in the world of content marketing.
DOOH gives advertisers control over content as it allows them feed real-time data to screens from their computer. In lieu of the paradigm shift of consumers been viewed as passive audiences to being active determinants of a brand’s success, DOOH can be said to be a medium in the right place at the right time.
Interactive Out-Of-Home advertising presents immense opportunities for brands to capture their audience on-the-go and engage them with their market offerings. This is probably the leverage OOH has over traditional advertising media. Its versatility and dynamism offers ample opportunities for creativity and innovation. For DOOH, full-motion capabilities, facial recognition, HD cameras and audio are features that pose huge opportunities for creativity that traditional ads can’t offer.
Justin Gibbons, Creative Director at Arena, says that DOOH has allowed out-of-home campaigns to add a layer of engagement to what was always big and broadcast. The new digital inventory means out-of-home is becoming more engaging and creative.
According to Kristian Dean, the National Communications Manager at Audi UK,”DOOH catches the right audience at the right time with all the right elements. Its flexibility gives you relevance and engagement”
The potential for interactivity and consumer engagement is what sets DOOH apart from traditional OOH. According to brandrepublic.com, Research by Neuro-Insight and Ocean found that a strong emotional response drives memory coding, correlating with purchase behaviour. A positive correlation with a premium digital campaign primes the wider out-of- home campaign and becomes associated with the whole campaign, be it across print, TV or other non-traditional channels.
Interactive OOH is the loop in Nigeria’s outdoor advertising landscape. Playing around the same kind of OOH strategies, it is not difficult to see why the industry is having a hard time keeping up with trends and innovations in the global scene.
This is evident in the just concluded Cannes Lions Festival in which no Nigerian agency was nominated talk less of emerging winner for any category. Brands need to avoid ‘waka pass’ adverts and start creating engaging, interactive ads that will get customers talking and interested in your products and services.
An advertisement that fails to engage members of its target audience has indeed lost its value. As highlighted earlier, interactive advertisements foster brand recall and keeps your offerings fresh in the minds of your target audience.
At VacantBoards, we have an inventory of digital OOH structures across Nigeria that can help you display your creativity and drive more engagement towards your brand. Click here to view