Advertising is at an interesting junction due to the rise of the digital consumer who owns a smartphone and is ‘always connected.’ While consumers are arguably distracted by their digital focus, advertisers are using creativity as a means to not only capture their gaze but maintain their attention.
In reality, the Digital Out of Home (DOOH) sector is booming. The DOOH advertising spending is predicted to reach $4.5 billion in 2019, up from $2.7 billion in 2014, in the United States. DOOH media revenues worldwide increased by 13% in 2018 with the U.S. estimated to expand by more than 10%. In actual dollars, that’s more than $3 billion in the U.S. and $13.4 billion globally.
DOOH has many benefits to advertisers seeking to drive traffic to a digital website, promote new offerings, or kick-start a conversation across channels and on social media. Let’s take a look:
1. Captive Audience
Whether you’re standing at a crossing, walking through a shopping center, waiting for a train or bus or window shopping, digital signage is hard to miss, especially when displayed in urban areas populated by plenty of people. Further unlike at-home or online advertising, passersby cannot change the channel, skip the ad, swipe right or use an ad-blocker.
2. Technology Makes Campaigns Interactive
Digital out of home advertising (DOOH) is being equipped with a range of different technologies to create eye-catching and thought-provoking messages in public places. The campaigns not only provoke discussion amongst viewers but are also filmed and photographed by passersby and shared by media outlets, increasing the reach and impact.
Remember when you could buy coca cola with your name on it? Coca Cola teamed up with JCDecaux North America to roll out its Share a Coke campaign in Chicago. Digital screens were equipped with facial recognition technology and passersby would get a 240 ml mini-Coke-can for free in exchange for smiling. The digital touch-screens on the bus shelters would also start a countdown everyday one hour before the dispensing would start for creating the anticipation amongst the audience for free Coke cans. When the shelter was not dispensing travellers could use the screens to select their favourite products and input the names that they wanted to appear on their bottle of Coke. They could then pose for selfies with their personalized bottles, and send ‘Share a Coke’ emails to their loved ones.
3. Campaigns Can Connect the Digital and Offline Worlds
Digital campaigns can be interactive. One area that has traditionally struggled with the explosion of online shopping is bricks and mortar retail. In response, retailers are developing heavily interactive campaigns as a means to encourage shoppers.
In the UK, clothing brand French Connection invited their customers to book an appointment online to be part of their #CANTHELPMYSELFIE campaign. Those who did go to one of five participating French Connection stores, selected their favorite apparel in the store, were treated to a mini-makeover, and then went into the interactive selfie booth. The selfies then posted to the digital window storefront. This campaign invited engagement from pedestrian traffic outside the store as well. People passing by were able to vote for their favorite selfie using hand-sensors in the window. Winners for best selfie and best in categories (including best couple and best group) were eligible to win a shopping spree.
4. Advertisements Where We Are
In-transit advertising is a great way to be noticed by consumers. Digital signs above taxis provide a means to increase brand recognition. Tablets installed in ride-sharing vehicles like Uber, Lyft, and Grab display digital ads, allowing brands to reach digitally savvy passengers. Brands can specify geo-fences to determine where their ads will be shown to the passengers or not. It’s foreseeable that as we move into an era where autonomous cars become the third place where we spend the most time outside of home and work, we’ll see in-car digital advertising in exchange for free travel or other benefits.
5. DOOH Advertising Can Encourage Discussion Around Social Issues
DOOH advertising is being used in an eye-catching and thought-provoking way by of NGO’s to raise awareness around issues such as homelessness, domestic violence, and climate change.
As part of the Battersea Dogs & Cats Home #LookingForYou campaign, created by OgilvyOne UK, created digital signage which was activated by a tag contained in leaflets, which were being handed directly to shoppers at London’s Westfield Stratford shopping centre. As people holding the leaflets walked past the billboards, an RFID tag activated a video of Barley, a former Battersea dog, who then started following shoppers.
6. Responsive In Real Time:
Digital advertising can be targeted to real-time scenarios based on external factors. It’s raining so an advertisement for an umbrella comes up or digital ads for a brand of gin once it hits 25 degrees. Restaurants can offer 2-for-1 meals to those watching a nearby parade or after work drinks for those with train delays due to a transport strike.
HYGH Is Democratizing Advertising
This article features some pretty innovative campaigns. What you might not know is that currently, the Digital Out of Home (DOOH) advertising market is slow-moving, centralized and inflexible with advertising opportunities limited only to organizations with large budgets.
We are changing this by creating a decentralized system that empowers companies, of all sizes, to reach the benefits of outdoor advertising in real time regardless of budget. Plus, any business can power up a screen to earn passive income by running advertisements in their shop, restaurant or hotel.
HYGH is democratising the outdoor advertising industry so that everyone can advertise their business. Secure a 9% Revenue Share.