In DOOH there are NO limits

 

aaeaaqaaaaaaaahbaaaajdk3nty0yzbllthmy2etndnhos05njq3ltnjmtm2odzjotzknwBy Erica Line, Corporate Manager of Digital Asset Content and Integrated Strategies, Adams+Fairway Outdoor 


You are only limited by what you don’t allow yourself to imagine. Yes, “allow”. Through the process of age growth and emotional development, we inherently begin to set invisible boundaries for what we can and can not think about in our everyday lives. It could be a set of simple tasks such as we should always say “please” and “thank you”, but what about the big decisions and ideas? Why do we color inside the lines? Why do we limit our thinking?

This applies to the OOH industry like so… As a strategy expert in digital billboard dynamic execution I always get asked, “Ok, so what can these suckers do?” I love this question because it’s generalized enough to warrant the greatest answer ever. I coyly respond, “What CAN’T they do?”

If you are embedded in the industry enough to know what their physical capabilities are, fantastic. I am one of those lucky people. However, we sometimes forget that brands, agencies, clients, and even our own employees in OOH don’t know what they really do! And, more than that, don’t know what to ask. I don’t mean just the digital billboards tactical capabilities, but what they mean in the intimate and visceral relationship between consumer and advertiser.

But, first things first… The tactical basics. The down and dirty on use and dynamic DOOH application. (Sidenote: Keep in mind these capabilities range by billboard operator and manufacturer, moving forward I am referring to Adams + Fairway specifically)

Multiple Creative: Digital billboards can easily rotate through multiple pieces of creative. I always tell clients they can brand with the effective legacy of static bulletins and/or posters while telling the story behind the brand on digital.

Countdowns: Simple enough. Countdown to the end of a sale, countdown to a grand opening, countdown to an event, the possibilities are endless. This method is excellent for informing, persuading, and reminding consumers to engage in a timely call to action response.

Dayparting: Digitals can simulate dayparting. We believe that putting all of your marketing sense into one medium may not be the right answer. We’d be foolish not to champion a fully faceted marketing program on behalf of any advertiser. We can replicate a broadcast medium schedule to create consistency in the message. Important. Or, simply cater to the audience at that time of day. Quick Service Restaurant industry is stellar at this. McDonald’s, a very progressive marketer, has done breakfast all day campaigns catered to lunch and dinner crowds effectively setting the tone for an Egg McMuffin being a great meal any time of day!

Live Updates: Digitals can display real-time “live” content from online or mobile sources in RSS and XML format. Real-time news feeds, weather feeds, NYSE feeds, pollen indexes, UV indexes, sports scores, these are all examples of live content hosted online or in mobile fashion with which our digital network can display. This data can be layered over what we call a billboard template design and used to infer a relationship between brand and currently relevant media.

Conditional Content: On top of using these live feeds we can use these very same real-time conditions to dictate what creative displays on our digital network. Or as we like to call it “trigger creative”. Use sports scores or weather conditions to automatically change the creative as per changes in the feed. For example, if the temperature reaches 90 degrees, play the “ice cream ad”. Very simple to apply and so effective. In my personal opinion, the advertising world is not using this method enough. There is so much opportunity here to make a strong and contextual connection in real time with the audience.

Social Media: Social media is a primary communication channel for humans today. Our digital network can display images and text from social media such as Twitter, Pinterest, and Instagram, and more as time goes on. It is imperative to know about using social media, that there are two ways to utilize this social feature. Social media can be used as a real-time vehicle for getting images and text to our digital network. Or, social media can provide a catalyst for a conversation between the consumer and the brand. Think about the “Coke my Name” campaign. Brilliant.

Retail Integration: Lastly, we can integrate web content such as website inventory commerce or hosted circulars. Imagine every time the creative changes on one of our digital faces we can pull a new item from web feed sourced content. A retailer could effectively display over a thousand items PER DAY on one digital face using our digital network. And, with geographical specifics. Location based, if you will.

Now the really deep mindful application of DOOH. And, why there are NO limits. Listen closely.

Yes, DOOH is a live and tangible bridge between the physical human and the digital data world. Yes, we use these tactical methods in useful application of the relationship between digital network and content, but the secret sauce is the vital and visual element of the right creative message. I think every creative director, everywhere on the planet will agree, without the right creative a marketing message will NOT make the mark.

With that being said, there are no boundaries for creativity. Only the limits a human will set on themselves. It is the most important key performance indicator in the advertising world today. Message response. It is equally imperative that in direct correlation to crafting the right message that the advertiser has the right venue to unveil their real needs through the medium. Without transparency and understanding, the risk will cause a lack of balance in creative application resulting in possible campaign failure.

My final thought, when advertising in DOOH always be mindful of technical capabilities, however, do not restrict your inner creative license. Be open. Be callous. Be a risk taker. And, most importantly, be the greatest version of yourself. You’ll thank you later. I Promise.


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