Nowadays, in an increasingly complex and global scenario, advertising in traditional media like television and print is not the only ‘tool’ for improving the visibility of brands and companies. In order to meet the needs of an ever-changing market, solutions have been developed that are also suitable for small and medium-sized companies. Most of these are effective, versatile, and based on technological innovations. As a result, many companies are increasingly turning to alternative ways of attracting new customers and reaching their target audience.
Outdoor advertising is undoubtedly a valid option, capable of attracting passers-by and creating a memorable experience. This is also thanks to the use of technological and innovative solutions that are well-suited to different contexts.
Innovative ways for Out of Home (OOH) Advertising
Traditional out-of-home advertising, i.e., billboards and other advertising media in public places or on transport, no longer has the same impact as it once did. Consumers have become so accustomed to this type of message that they are no longer attracted to it. Then billboards, posters, banners, etc., are now being replaced by innovative and interactive solutions that can catch the attention of passers-by and provide a memorable and engaging experience.
Digital out-of-home advertising (DOOH) can be considered a natural evolution of the traditional advertising. According to research by Nielsen, these solutions enable high levels of engagement and consumer awareness. This leads customers to define their purchase decisions. Those who pay attention to DOOH promotions are more likely to visit a store: more than 80% of them will make a purchase. One of the strengths of DOOH lies in the ability to schedule the display of content, such as choosing to show a message only at a certain time of day or in certain weather conditions. Information can be transferred via sensors, such as temperature or traffic data detectors, managed through a native system or collected by external triggers.
In addition, the screens used to display multimedia content can be customized and are very versatile. For example, it is possible to choose between large, seamless displays or flexible stands that can be integrated into buildings and architectural structures. Take a look at this link: https://www.macropix.com/installation-led-wall/ to know how this large screen can be easily installed in various locations.
Last but not least, digital outdoor advertising systems are based on an automated platform that allows real-time data to be available at all times. For companies, this means the ability to consult analytics and make changes instantly, allowing them to manage their campaigns without wasting resources.
Different applications of Digital Out-of-Home advertising
This solution is being adopted by many companies in both the private and public sectors for engaging, memorable and effective communication, thanks to the ability to manage DOOH campaigns according to specific criteria, such as traffic, time of day or weather conditions, and in an automated way.
For example, PharmaPix, a pharmaceutical group with more than 100 points of sale in Italy, used LED screens for a DOOH campaign for the stores in its network. The automation of the offer, adapted for each location, made it possible to optimize the advertising campaigns in terms of results and costs.
Definitely interesting and innovative is SaveTheDuck’s ‘Stand up and Quack’ campaign. This is an omnichannel marketing solution that brings the online world a little closer to the physical world.
The virtual remote shopping system, which allows customers to shop in-store from the comfort of their own home, was created using highly interactive digital displays. The displays allow customers to interact with sales staff wearing special glasses, giving them a real-life shopping experience. Also outside, LED displays encourage customers to enter, thanks to dynamic and interesting content. This is a significant step forward from the traditional static advertising media that are often placed inside and outside the store.
LED screens can also implement weather triggers, which are easy to set up and very versatile. For example, dynamic content can be displayed in response to weather conditions, promoting products that are ideal for consumption as the temperature rises. The DOOH solution itself can be used by large brands, as well as smaller businesses such as bars and restaurants, thanks to the scalability of the technology.