Advertising in real-world environments, called Out-Of-Home (OOH) advertising, has a unique connection with the audience. Going past billboards while driving or seeing a big sign outside a shop, audiences are able to engage with and remember the brands due to their physical nature.
Out-of-home advertising campaigns have a long history and provide excellent recall among viewers compared to newer formats like streaming TV or desktops. A recent study found that audiences’ brand recall on out-of-home advertising was 38 percent, compared to only 12 percent with smartphone advertising.
But that’s just the static type. Advertising using a digital out-of-home campaign is gaining traction, with a mid-2024 revenue forecast of $20 billion, according to Statista. These include interactive kiosks, LED displays, and digital billboards. According to a study, 73 percent of consumers see these DOOH advertisements favorably. What’s more, 76 percent say that they would take action because of this type of promotion.
With this kind of impact and revenue, it’s clear that the DOOH medium is here to stay. Companies can use this as the main pillar of modern marketing strategies. However, to capture the audience’s attention, brands must get creative.
We discuss a few creative, innovative approaches for impactful results in DOOH campaigns.
The Power of Contextual Targeting
Brands can ensure that their messaging aligns with the needs and interests of their target audience at specific moments. This opens up a whole world of creative targeting.
DOOH Technology allows advertisers to tailor content based on real-time data, such as weather conditions, time of the day, or the exact location of the installed medium. For instance, a coffee brand would display a hot, steaming cup of cappuccino during cold mornings and cold beverages in the afternoon heat.
Targeted advertising in an out-of-home campaign also works by relating the brand to the trending topic of the day, making it highly relatable to the audience. Contextually relevant advertisements are 69 percent more likely to resonate with the audience. This makes it a key strategy for enhancing engagement.
Dynamic Storytelling
Modern DOOH networks enable advertisers to use multiple screens to narrate a story. Interconnected billboards can be used to create a series of episodes, building a cohesive storyline that engages the audience.
Stories hold the audience’s attention at a fundamental level. As Vistar Media notes, dynamic storytelling can deploy activity-based creatives, which can be adjusted in real time for more impact.
Interactive Elements on DOOH
Passive viewers turn into active participants in interactive campaigns. QR codes, touchscreens, and augmented reality (AR) are some of the ways by which DOOH campaigns invite the audience to engage directly with the brand.
Studies show that interactive content generates 52 percent higher engagement rates than static content. Applying this in DOOH attracts attention and creates memorable experiences that the participants can easily recall.
Mobile Integration
Most people interact with DOOH advertisements while they are on the move. Integrating mobile technology can create a better experience. For instance, users can receive push notifications or exclusive discounts if they scan a QR code displayed in the ad with their smartphone.
What this does is that the brand travels from the physical, outside world and gets inside the prospective consumer’s digital device. This ensures that the message stays with your audience even after they have left the vicinity.
Hyper-Personalization
AI can be used to deliver hyper-personalized messages to specific audiences. This is also called programmatic DOOH and targets audiences with precision. For example, campaigns near a gym can target fitness enthusiasts, or a parking area can include a campaign for car washing or EV battery recharge.
Brands that adopt hyper-personalization get an increased marketing ROI of up to 30 percent on their campaigns.
Social Responsibility, Showcased Outdoors
Modern audiences, especially millennials and Gen Z, value brands committed to sustainability and demonstrate eco-friendliness in their campaigns. Gen Z and millennials are 27 percent more likely than the older generation to purchase from a brand that is eco-friendly.
Promoting sustainability initiatives or using energy-efficient displays are some of the ways this message can be put across to socially conscious consumers.
Better ROI With the Right Engagement
Engaging audiences who are on the move requires creativity and innovation. It also requires a deep understanding of your audience’s context. The strategies that are outlined here demonstrate how brands can maximize the impact of the out-of-home campaign.
By adopting these creative strategies, your brand can make a lasting impression outdoors, leading to better ROI and more brand mileage.
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