DOOH: Advertising Alive & Well pt2

DOOH

This is the second post in a series I started last week entitled Advertising is Alive and Well. The motivation for this series is the fact that although I’m a big fan of new and often more cost effective marketing methods like content marketing and social media, I’m a little tired of hearing that advertising is dead. Fact is, advertising is very much alive and well, the issue is that financially it remains out of reach for many companies with a limited marketing budget. However, for those companies that do have budget, which may include you if not now than in the future, it remains one of the best and fastest routes to market.

So, next on my list of favoured advertising channels is Digital-Out-of-Home (DOOH) advertising, otherwise known as digital signage or narrowcasting. I worked in the digital signage industry for a number of years prior to my current job but had forgotten what a cool advertising channel it is until compiling this post.

DOOH is essentially: any number of methods used to display multimedia content in public venues. Alternatively known as dynamic signage, electronic signage or narrowcasting, networks of digital signs have been deployed across numerous retail chains, banks, travel hubs and corporate headquarters to deliver informative and entertaining content to captive audiences and passersby. (Wirespring)

DOOH is often a very effective advertising channel because it capitalises on a number of significant marketing trends, including the following.

Interactivity

Interactive marketing has evolved from the trend and tendency of customers to ignore transactional, one-way marketing and gravitate towards advertising that is engaging and conversational, two-way communication:

Integration

Media is more fragmented than ever before with tens of social media networks, hundreds of TV and radio stations and millions of online properties, all vying for the attention of consumers, making it increasingly difficult to attract the attention of your audience. Integrated campaigns are one approach marketers use to overcome this. Integration means communicating a consistent identity from message to message, and medium to medium. DOOH is an ideal integrated marketing channel; it integrates seamlessly with many other channels including mobile, outdoor, online, social and more. Here are a few great examples:

Real-time marketing

We live in a world where everyone wants to know NOW. As pointed out by David Meerman Scott author of Real-Time Marketing and PR, speed and agility are decisive competitive advantages in our real-time economy. As digital signage becomes increasingly intelligent with smart content and dynamic interfaces and the integration of real-time data into real-world applications, growth of the DOOH market has been stimulated.
 

Personalisation – user generated content

We appreciate the value of being recognised by name and treated as individuals, evidence shows that personalisation significantly increases customer loyalty and conversion rates. Digital signage has often been at the centre of some of the most creative and personalised marketing campaigns:

Gamification

Defined as the “process of using game concepts and mechanics to engage users and change behaviour,” gamification has become a rising business trend. Gamification is such a powerful marketing approach because it allows brands to combine business interests with consumer interests by making content entertaining and fun (Econsultancy on gamification for marketers). Because it’s so easy to get fun and creative with digital signage, gamification has often been at the centre of many successful digital signage campaigns:

 

As you can see DOOH is probably one of the most innovative, flexible and dynamic advertising channels there is. Over the past few years digital signage networks have popped up everywhere from petrol stations and train stations to retail and hotel chains. It’s thriving in the retail industry in particular, in fact if you ever visit any of the Westfield shopping centres take a look at the creative ways DOOH is used. The examples shown are obviously part of expensive marketing campaigns but digital signage campaigns can be run on smaller budgets. The price of digital signage software and hardware has come down in price significantly in the last few years adding to this fact. So, if you do have  the budget it’s definitely one to consider adding to your marketing mix.

Like native advertising, DOOH advertising overcomes many of the issues that traditional advertising suffers from in terms of being interactive, often involving two-way communication and user-generated content. The best advertising campaigns adopt an integrated approach e.g. mobile, social, online etc. DOOH is often an ideal touchpoint in these campaigns.

All examples are worked produced by Grand Visual a production and creative technology company who offer platforms and services that unlock the communication potential of DOOH.

Previous posts in the series:

Have You Heard That Advertising Is Dead?
Native Advertising: Advertising Alive & Well Pt1

I’d love to hear about any DOOH implementations that you’ve been impressed by, so feel free to contact me or leave a comment below.

Speak soon,
Katrina

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