External digital advertising is evolving well beyond video display panels that, like mobile phones, could soon become divided into several channels.
"A Canvas" for the New Generation
For Gregg Witt, head of strategy at youth-focused marketing agency Engage Youth, outdoor digital displays may be considered as an extension. social media.
There is "so much noise in [conventional] social," he said. But, when the selected Instagram posts are displayed on a digital screen outside of a concert or other event, it becomes "a canvas, an opportunity for the new generation to be part of the show". experience".
status of any event whose Instagram post is selected and displayed, he said. In multi-channel campaigns, Witt said that DOOH was the most effective at the top of the funnel, thus generating product awareness, just like broadcasted TV ads. Outdoor advertising company OUTFRONT Media reports that DOOH introduces a brand and a social campaign that accompanies it can offer "a personal invitation to engage in the culture of this brand".
In fact, the association of external digital screens and social media on mobile devices appeared as a separate user experience. Physical stores, for example, typically have large screens and invite customers to post their images in a continuous stream. In this mode, DOOH screens become a kind of ad hoc projector for experienced retail visitors.
Customer Journey by Car
Earlier this week, DOOH's marketing platform, Broadsign, announced a partnership with Starlite Media to update its thousands of traditional static displays in digital screens. But the transformation is not limited to video versions of Starlite panels. Instead, companies have said that screens are becoming information kiosks in thousands of outlets.
To get to these points of sale, many customers drive. This means that an emerging channel can track the potential customer at home, via localized messaging to a smartphone, capture the thread of the campaign in a garage, continue in the dashboard screens of the car and result in some announcements.
The location platform service HERE, for example, is associated with the Verve mobile platform to develop this recently targeted "customer journey", said Verve's CEO. , Tom Kenney, by email. Companies consider a traveler's trip as a linked step in this emerging channel.
"The mobile space has changed the underlying flow of this conversation," he said. "Since the automobile and the outdoor screen are talking more and more the same data language as the phones and tablets that consumers already know and love, we are talking about cars and DOOH as new participants and new opportunities for all brands. "
Another variation of this trend to consider cars as a moving inventory is the screen that displays the advertisements and content at the back of taxis or, as does Octopus, based in Washington DC, at the rear of Uber and Lyft rides.
A screen connected on any surface
In fact, one of the main reasons for the DOOH burst as a category is the fact that wireless connected displays will become available for virtually any surface. Realistic of at the advent of the 5G .
Vengo, for example, is a service offering digital vending machines, but the large displays of the devices are also used for advertisements unrelated to those of the distributor. offerings.
David Weinfeld, sales director at Publisher Solutions at Vistar Media, said via email that "advertisers are increasingly seeking to engage consumers by a combination of unique location-based activations. "including gymnasiums, office buildings and schools. And the combination of physical location, customer selection of a vending machine product and mobile location data make it possible to target the announcement to the public.
Jason Kuperman, director of product experience at OUTFRONT Media, pointed out that integrating the use of mobile location-based data through the use of location-based data to move from outdoor advertising to the purchase of a roadside sign for an audience, unlike the rest of the digital world.
Audiences, not screens
Advertisers do not pay for television screens, he said. They pay for the hearings, and that is what begins to happen in DOOH.
This type of targeting, he noted, goes hand in hand with the contextual messaging on the DOOH inventory.
Kuperman spoke about an OUTFRONT JetBlue campaign in Times Square, New York, that incorporated real-time traffic and flight schedule data. Essentially, these advertisements were customized for viewers based on third-party data. He pointed out that advertisers are also increasingly considering the longer retention time of certain venues, such as the estimated time between four and eight minutes in front of a screen on a subway platform. New York.
OUTFRONT also offers DOOH displays with geofencing, so that mobile devices can be targeted in coordination with larger screens. Again, this is a new way for advertisers to target their audiences when making their buying decisions.
David Etherington, Commercial Director of DOOH Exchange Place Exchange, recently announced The company created creates "viewing areas" around DOOH screens, via third-party data. This allows the advertiser to know nearby device IDs and see if these mobile devices are visiting a website that has been promoted on the big screen.
SurveyMonkey led a DOOH campaign in Times Square, which showed four influential celebrities – publisher. Arianna Huffington, basketball player Draymond Green, tennis player Serena Williams and LinkedIn CEO Jeff Weiner invite viewers to share their thoughts. Passersby could launch an online survey from their phone after scanning QR codes near the DOOH display.
But all this is just the beginning of DOOH's evolution beyond its static heritage. In Engage Youth's Witt, one of the possibilities envisioned is the implementation of augmented reality – seen through a smartphone and, possibly, glasses – superimposed on digital billboards, in particularly in retail environments.
reaching what the Interactive Advertising Bureau declared to be a record $ 7.4 billion in 2018. OUTFRONT Media claims that consumers spend 70% of their time outside of the house and that they are 48% more likely to run a mobile ad after seeing on a DOOH billboard.
With as many permutations on the form. , which includes an endless number of inventory slots, screen types and interactive modes, DOOH is fast becoming a huge component in many campaigns – as an extension into the world real messaging efforts that were previously largely limited to the dimensions of television. and the Web.
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The opinions expressed in this article are those of the guest author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.