In an age dominated by digital marketing and the privacy concerns that arise with it, the Out of Home (OOH) advertising sector has proven to be a more prominent and credible medium over the years.
The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment.
It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media.
Digital Out of Home (DOOH) media is on the verge of a change that will ultimately reshape the OOH industry. As the media moves toward a screen-based environment tied to data and technology, criteria like time, content and contextual relevance will be the new pillars of OOH media placement
CREATING AN IMPACT SHOULDN’T BE A QUESTION
With a multitude of consumer platforms, marketers must prioritise the effectiveness of their creative content.
For brands, the choice of messaging, visual appeal and the frequency of refreshing visuals all play pivotal roles in determining the impact of their brand’s message. To succeed in today’s cluttered landscape, they must be exceptionally sharp and distinctive.
One exemplary approach to achieving this differentiation is through branded billboards and creative out-of-the-box executions. A great illustration of this strategy’s success can be seen in the case of McDonald’s.
The fast-food giant seized the opportunity to transform a conventional BackLite static billboard into an authentic work of art leveraging the ‘Branded by BackLite’ platform. The outcome? An unforgettable campaign that captured the attention of audiences and left a remarkable impression.
DOOH, THE ULTIMATE ADVERTISING SOLUTION IN A COOKIELESS FUTURE
With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.
DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy.
Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai. To find out more click here.
MORE STRATEGIC USE OF DATA
One of the hottest topics for this region and globally is data, which wasn’t high on the agenda pre-2020 but is now in high demand. We have evolved far from merely selling ad space to now providing brands with the right media network that matches their objectives and demographics.
The rapid advancements in Out of Home technology and data have allowed BackLite Media to utilise second-party data provided by landlords and partners to understand consumer behaviours and shopping patterns in destinations and malls to target specific audiences at the right time on the most relevant screens.
The medium has evolved to leverage this data to create real-time contextual ads, such as anonymised mobile intelligence, location, camera sensors and IoT data, to gather information. This development of smart tech creates more efficient advertising campaigns without the requirement to retrieve personal data.
OOH MEDIA HAS A GROWING ROLE IN PROMOTING SUSTAINABILITY
As environmental consciousness grows, the OOH advertising sector is making efforts to align with sustainable practices. We are increasingly opting for eco-friendly materials, such as recyclable vinyl and LED lighting, for our static billboards and digital displays.
Additionally, we are embracing digital displays that use less energy compared to traditional illuminated billboards. This not only reduces costs but also demonstrates a commitment to sustainability.
The ability of Out of Home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.
By James Bicknell, CEO, BackLite Media
