By Julia Cramer, Adomni Content Specialist
Synopsis: The fluidity of DOOH accelerates beyond advertising, transforming campaigns into a performance stage or fast food chain.
When you think of advertising, what comes to mind? Marketing, business results, sales, brand awareness, promotions, etc. We know advertising has been around for centuries, with the intent to bring attention to a product or service. The crux of advertising has stayed the same despite the techniques and technology modernizing – that is, until digital out-of-home (DOOH) advertising.
Innovation has transformed the brand <<>> consumer experience of out-of-home (OOH) advertising. Once a static promotional tool, OOH has now become digitized, becoming more agile, relevant, flexible, and measurable. These technological advancements, combined with scalable screens, have the power to launch more data-driven and personalized creative campaigns than one could have imagined just a few years prior. But even more impressive, DOOH screens can become a store, creating real-life consumer transactions while audiences are in the shopping mindset and ready to spend.
DOOH has reached the apex of advertising for captivating audiences’ attention through data-driven and creative campaigns. Tools such as audience segmentation, location targeting, and the flexibility to start, stop, or pause a campaign are added bonuses to further reach on-the-go consumers – whenever, wherever. And advertisers are using DOOH technology to take their campaigns one step further, using screens as art, storefronts, and even performance stages.
For example, BlowUp Media, a premium outdoor advertising company, installed a larger-than-life, full-motion DOOH screen in the epicenter of Hamburg’s entertainment district. This nightlife destination attracts upwards of 87,000 people a day, making it a surefire way to seize the attention of tourists and locals alike. But it’s more than an advertising tool. The massive screen is perched on a stage and can be used as the backdrop for any concert or venue prop.
Also, an untapped business opportunity exists for DOOH screens to morph into stores. How? Incorporating NFC and QR codes on digitized screens create seamless contactless transactions. And unlike a store, DOOH screens are not limited by square footage. The McDonald’s team saw this opportunity while advertising its new Crafted Chicken burger in Sweden, converting DOOH mobile billboards into digital food trucks to allow the public to try the burger free of charge for 24 hours. Customers needed to scan a QR code, which triggered the chef to serve a delicious burger where they could pick up at any McDonald’s location.
The digital-first world has arrived, and digital out-of-home advertising has accelerated beyond advertising, transforming into a performance stage or a quick-serve restaurant. The fluid nature of DOOH provides endless opportunities for advertisers to reach on-the-go audiences throughout the customer journey and stand out amongst a swarm of competitors. If you are ready to maximize the programmatic-fueled technology of DOOH to create a never-before-seen campaign, contact us at concierge@adomni.com.
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