Friday, January 4, 2019

Out-of-home Advertising Is Getting a Digital Makeover

Digital out-of-home or, DOOH, might be a little bit of a mouthful, but it’s one of the best ways for companies to up their advertising game. Electronic billboards, subway signage, or pretty much anything with a screen fall under the umbrella of DOOH, combined with traditional out-of-home messaging like the sides of buses and cars and highway billboards are methods that have continuously been one of the most accessible ways reach a large audience. Now, brands are even able to layer digital out-of-home with mobile-based activations, so that consumers can activate personalized experiences through their smartphones. Focusing just 15 percent of your media budget on DOOH could generate more than a 24 percent increase in brand trust—that’s a number that most brands aren’t hitting with traditional media mixes. Here are a few examples to get you inspired:

Google’s Mobile-activated Billboards
Google’s saying “thank u, next” to static billboards—their team created digital billboards to promote the Ariana Grande docuseries premiering on Google-owned YouTube Premium. These ads ran in high-volume locations like London and New York’s Times Square, among others that were located on the UnlockTheSweetner.com website. The digital billboards provided a code that, when activated by a fan’s mobile device, released an experience that unlocked an exclusive curation of Ariana information, like access to new screen backgrounds, unique content, and links to subscribe to YouTube Premium to watch the series. This type of mobile activation was a new type of fan experience that caters to the highly digital younger generations that are wanting to connect with their favorite artists on mobile.

Pepsi’s Combining Beacon + Mobile
Pepsi and Coke have been battling it out for years, and Pepsi is now using digital out-of-home to connect with their fanatics in the Netherlands. Pepsi placed digital signage in malls that connected with supermarkets where the Dutch soda fans could go and pick up a Pepsi. Customers could sign up on a multitude of apps that the soda giant partnered with, opt-in for geo-location tracking through beacon technology, then see personalized Pepsi Max ads on the digital signage located throughout the mall. Since the success of this campaign, Pepsi announced that it will be spending more on interactive out-of-home advertising. When combining out-of-home advertising with mobile, brands have reported seeing a more than 100% increase in perception of brand quality.

Digital out-of-home advertising, connected with mobile data, clearly has been able to win with customers from all over the globe. We’d love to hear your take on it–is DOOH something you’ll input into 2019’s mobile strategy? Tell us yes or no on Twitter!