How Out of Home is embracing digital innovation

OOH is increasingly being used by marketers for interactive storytelling, says Viola’s Ammar Sharaf

The Out of Home advertising industry is constantly evolving, with new technologies and platforms emerging all the time, presenting a unique opportunity for brands to be creative and reach their target audiences in new and innovative ways.

Creativity is the lifeblood of the advertising industry, and as digitisation becomes the norm, the ability to inspire imagination has taken on new dimensions in both the traditional and digital Out of Home sectors, providing almost unlimited opportunities for creative professionals to push the boundaries and captivate audiences.

In the digital realm, creativity is being unleashed through interactive and immersive experiences, and now, as brands have a plethora of channels to engage with their audience, creative campaigns have the ability to go viral and reach millions of people in an instant through genuinely outstanding content that resonates with viewers as people share entertaining content on social media, extending the reach of a campaign beyond the physical.

Digital platforms provide endless possibilities for storytelling. From interactive ads that allow users to engage with the content, to personalised experiences based on user preferences, the digital landscape is a playground for creative minds, driving innovation in DOOH.

As technology continues to advance, creative minds are finding new and exciting ways to leverage innovations like augmented or virtual reality, 3D mapping, and more, to create immersive and memorable experiences for viewers that blur the lines between the physical and digital worlds.

In the traditional Out of Home industry, creativity can take a different form but is equally powerful.

Billboards, transit ads and other OOH displays have long been the core staples of advertising, and now, as traditional static billboards are being augmented by dynamic digital displays that can change content in real time, there are countless opportunities for more targeted messaging and the ability to deliver contextually relevant content.

But it’s the convergence of digital and OOH where the magic happens.

Integrated campaigns that seamlessly blend digital and physical experiences have the power to leave a lasting impact on audiences.

For example, a brand might launch a digital campaign that encourages users to interact with a mobile app, and then extend that experience into the physical world with interactive billboards that respond to user actions, creating a multi-dimensional experience that captivates and engages audiences at every touchpoint.

However, it’s important to note that the digital and OOH industries can also face certain challenges in terms of creativity.

It’s feasible that a constant bombardment of content in the digital space can lead to consumer fatigue and a lack of attention as advertisers attempt to creatively outdo each other in often cluttered urban environments.

To overcome these challenges, creative professionals must think outside the box and find new ways to capture attention.

This requires a deep understanding of the target audience, their behaviour and preferences, through accurate metrics, data analytics and insights, enabling creatives to construct campaign solutions that resonate with audiences on a more personal level.

Content that evokes a strong emotion is more likely to be remembered, shared and acted upon. OOH and DOOH platforms enable brands to create these powerful emotional connections.

OOH is increasingly being used by marketers for interactive storytelling and hyper-targeting on a grand scale. With the addition of DOOH, the whole industry and business model has fundamentally changed to the point where full-funnel marketing with an omni-channel approach allows brands to shake hands with customers wherever they begin their journey and follow them across channels while presenting multiple touch points.

In this way, each consumer can follow the journey that suits their browsing style to arrive at your product’s endpoint when they are most likely to search, shop, click, share, or visit.

To cut a long story short, creativity in the digital and Out of Home industry is thriving, fuelled by advancements in technology and the relentless pursuit of innovation.

The evolving digital landscape offers interactive and immersive experiences, while OOH creativity brings advertising into the physical world. By combining the strengths of both realms, integrated campaigns can create powerful and memorable experiences, and as long as we keep on pushing those boundaries, new horizons beckon.

By Ammar Sharaf – Founder and CEO of Viola Communications