Here at OOHology we love digital, but we’re not married to it. And your media plan shouldn’t be, either.
As digital advertising budgets grow and digital channels get more cluttered, you’ll need to think about what comes next to remain competitive. In a digital world where customers are constantly bombarded with messages, how can you make sure that you are heard?
Cue digital out-of-home (OOH) and experiential marketing!
Online advertising is the fastest-growing media channel, but clutter can diminish its effectiveness. While marketers can still get good results with display, it’s important to use a strategic approach to avoid consumers tuning them out.
One way to address this issue is to utilize display ads as one element of an integrated media campaign. By combining high-impact online ads and page takeovers with unconventional out-of-home executions, you can surround your audience with your message, creating an inescapable brand experience.
Ad innovation is moving where people always go for a breath of fresh air: Outdoors.
I truly believe out-of-home advertising will rise back to the top of the advertising food chain, once advertisers realize its true potential. With the latest developments in technology, there is no limit to what you can do in out-of-home.
For example, Ikea turned bus stops into comfortable, relaxing lounges for public transit users. A more economical spin on out-of-home would be the Joffrey Ballet’s revolving door ballerina, a campaign to promote their ballet school all over Chicago.
Of course, the magic isn’t the medium.
It’s thinking differently about how to use the medium for maximum effect. Out-of-home can be just as annoying as a banner ad — and a banner ad can be just as unexpected as an out-of-home installation. The only way to impact user behavior is to create marketing they love, and experiences they can’t resist. Marketing has to be focus on the customer’s needs (fun, validation) in order to fulfil the brand’s needs (awareness, engagement).
We recently ran a successful online holiday campaign for Koerber’s Fine Jewelry. Here’s a little secret. Even though they were banners ads (oh, no!) they performed phenomenally. Why? Because the ads were unique, hand-painted works of art, and Koerber’s customers loved them! They couldn’t help but click.
Whether it is a print ad, banner ad, or interactive storefront display, advertising must emotionally connect with consumers. Otherwise, you’re shouting at an audience who has already tuned you out.