Designing for OOH through Digital (O2O Designing)

Spend on digital out of home advertising (DOOH) — i.e. video content and/or digital signs located in high traffic public locations such as high streets, airports, bus shelters, subways and malls — is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home (OOH) market as spend on traditional sites begins to decline from next year.

 

Digital's share of total global OOH adspend is expected to rise to 37.3% — or $14.6bn — this year, up from 34.8% in 2017, 32.4% in 2016 and 22.7% in 2012. The rapid growth of DOOH is driven in part by the higher cost-per-thousand (CPM) the format commands, but also the rising penetration of digital panels and the opportunity to combine data-driven targeting with powerful, dynamic creative.

 

 

Search is a key benefactor when included in the mix with OOH — mobile click through rates (CTRs) increase by up to 15% when supported by OOH. Data show 46% of US consumers used a search engine as a result of seeing an OOH ad, while 38% went on to use Facebook.

 

The outdoor ad revolution is not, however, problem-free. The collection of mobile phone data, for both targeting and measurement, raises privacy concerns. This is cited as a particular issue by almost one in three mobile marketers. And criticisms of the online-ad business for being opaque, and occasionally fraudulent, may also be directed at the OOH business as it becomes bigger and more complex.

 

While DOOH provides the opportunity of improved targeting through facial recognition, consumers are yet to be sold on the idea. A full 65.2% of those surveyed by WARC and Toluna were not happy for facial recognition to be used for personalised marketing messages.

 

Says James McDonald (pictured above), data editor, WARC: "The combined power of digital out of home and mobile location data can be used to add greater targeting capabilities to a broadcast medium, serving programmatically-traded creative by the hour to the right people, in the right place, at the right time.

 

"This is an enticing prospect for advertisers looking to leverage digital's strengths without the risk of ad blocking, fraud, and risk to brand safety."

 

 

• 10.1% compound annual growth rate for DOOH to 2021

• 15% increase in mobile click through rates when used with OOH

• 21% billboards in America which are now digital

• 37% Americans who see a digital billboard at least once a week

• 50.1% DOOH's share of UK OOH adspend this year

• 66.9% consumers who are unaware that facial recognition technology can be used to measure mood

 

OAAA regularly features Thought Leadership Q&A from its committee members. This month, OAAA spotlights the Creative Committee, asking members:

 

“OOH is an ideal complement to digital advertising, and vice versa. As more brands combine the two for maximum campaign amplification, OOH creatives find themselves designing for both media. What are some of the similarities and differences in designing for OOH vs digital ads?”

 

The main similarity that stands out to me is simplicity. That’s really true for all advertising, but given the attention spans and “reads” of both, whether it be driving/walking by, or a digital ad disappearing, you have to keep it simple and be VISUALLY LOUD.

 

People have their own agendas, and if you’re going to ask for attention from someone as they’re walking down the street, or shopping online… you better have a damn good reason, one that shows a benefit to them in some way.

 

But, when I think of digital, I don’t really go to the similarities. The thing that excites me the most is how they complement each other. It’s not that, “Hey, since we’re designing for digital, we can resize easily for OOH.” It’s more about how much sense it makes to use digital as an extension of a campaign.

 

Meaning, you have a foundation in branding/messaging with an OOH ad… just screaming to thousands of people. Then, you layer on digital to that… it’s like an invitation to consumers to participate in the brand they just saw… carry that to social… where consumers and brand enthusiasts can actually participate and engage with their favorite brands. Finally, you can repurpose that social engagement on digital.

 

To me, you’re crazy if you’re not taking advantage of both OOH and digital, especially considering OOH can boost your CTR (click-through rate) by 48 percent. It’s a great opportunity to make a fully integrated campaign.

 

Creating ads for mobile versus OOH was actually an easy transition because they are more similar than they are different. Both mediums are a very quick read, so you have to adhere to the same impact principles.

Mobile ads are most effective when the branding is strong, so that you can use the text and imagery elements for the message, whether it be a deal you are trying to push or drive traffic to a business location or website.

Where mobile is different is the advantage you have with the actual click, making it really easy to take your audience directly to the point of sale.

 

This is what advertiser should know about O2O strategy that Thailand was starting to apply this strategy widely. OOH provider brings technology combination with their media by collaborate with other media partner or data business partner in order to increasing target reach in right place, right people and right time via impressive design.

source: http://www.campaignbriefasia.com
https://thoughtleadership.oaaa.org/oohvsdigitaldesign/