Crafting effective creative content for DOOH (digital out-of-home) campaigns is both an art and a science.
To captivate the attention of a diverse and dynamic audience, content must resonate across a wide spectrum of viewers while infusing a local touch that speaks to the heart of the region. The most impactful DOOH campaigns are those that blend relevance, engagement, and innovation.
At the core of successful DOOH advertising lies relevance, where content must be instantly pertinent to the viewer’s context. This is achieved through the strategic use of real-time data to deliver personalised messages.
Engagement is equally vital in the success of DOOH campaigns. In a market where digital savvy is the norm, interactive elements can transform passive spectators into active participants.
Features such as touchscreens, QR codes, and augmented reality (AR) experiences invite consumers to engage with brands in novel ways. This level of interactivity not only grabs attention but also forges a stronger bond between the brand and the consumer, turning a simple advertisement into a memorable experience.
Innovation is the third pillar of effective DOOH content and a critical component of successful DOOH campaigns, setting apart a brand’s message in a cluttered media landscape. By embracing cutting-edge technologies, brands can create immersive experiences that resonate with modern audiences.
For example, projection mapping technology has been used to turn ordinary buildings or objects into extraordinary canvases for 3D animations.
Many brands adopt this to project a new product launch or campaign onto famous landmarks, creating a spectacle that draws crowds and generates media coverage. This is a form of DOOH that goes beyond “digital screens” but still falls within the DOOH space.
A study by Salesforce in 2020 revealed that 84 per cent of survey respondents view customer experience as a critical factor in their buying choices. Traditional advertising methods may have a constrained effect, but interactive 3D ads offer a more engaging way to capture attention and forge an emotional connection with consumers.
Gamification is another innovative approach that transforms the advertising experience into an interactive game.
For instance, we have had brands incorporate a trivia game related to the brand on our digital elevator screens, with QR codes that participants can scan to join in. This not only entertains the audience but also encourages them to engage more deeply with the brand’s message, spending additional time interacting with the advertisement.
Interestingly in a study, 60 per cent of consumers have indicated that they would be more inclined to make a purchase from a brand if they enjoyed playing a game associated with it. However, this inclination jumps significantly to 86 per cent among those who have previously encountered gamification with a brand before.
These innovative approaches not only capture attention but also create a lasting impression, distinguishing a brand’s message from the competition.
By combining relevance, engagement, and innovation, brands can create DOOH campaigns that connect with diverse audiences in meaningful ways, ensuring that their message is not just seen but remembered.
By Niall Sallam, CEO, Elevision
