"Digital OOH is altering the OOH landscape," says Deepak Kumar, senior vice president, ROOH while talking about the use of data to deliver dynamic content and how it will redefine the medium to be used in effective and relevant manner.
Digital screens are almost omnipresent, there is hardly a location where you would not find a screen. Evolution of screens can be seen everywhere-from small screens, pods to larger formats, and not just in an ambient location but also on streets and buildings fronts. These screens not only provide analytics of what’s in front of them but are also capable of delivering content basis the pre-defined triggers. With higher dwell time there is a higher propensity of a consumer to look at the screens.
Content being run on the screens plays an important role to ensure stickiness, relevance of content at the location plays a critical role. Food joints running content around food and drinks, hospitals on educating people, malls promoting outlets and offers, snackable content is one of the biggest hook as it keeps the consumer engaged and his mind ticking.
There has been a steady flow of advertisers in the last couple of months, which at this point is purely experimental. Extension of campaigns and brands coming back with a new campaign and seeking more screens with dynamic options reaffirms the potential of this medium. Some of the simplest forms of triggers are location-based (relevance of screen to your TG), time of day (footfall and dwell time driven) and seasonal event (riding on emotions). As brand managers understand the efficacy of this medium we will see the influx of more brands riding the digital wave.
We are poised to see more data led campaigns, that would go beyond the basic demographics to online behaviour and API driven, this would allow advertisers to be in sync with what’s hot and what’s playing on consumers mind. Data led campaigns will drive better results and help get control of your campaign, brands just like in online advertising will be able to evaluate the campaign or event creatives efficiency and take a corrective action (if required) on real time basis. Fuelled by data, smarter technology and acceptance will make Digital OOH a necessary evil in the marketing plan. The number of screens will double up from the current 60K by the end of 2019. Digital OOH screens are also information provider which is helping screens being put up at places where regular media formats were a no-no.
International research proves using dynamic Digital OOH to deliver a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative message by 53% and creative/brand perceptions by 11%. Moreover, Neuroscience research has found that dynamic Digital OOH improves a campaign’s visual attention, memory encoding, desirability and emotional intensity, offering a great opportunity for advertisers to create deeper connections with their audience. Our ability to ‘search what we see’ (thanks to mobile and cheaper data) visually moving creatives will tempt the consumers even more.
While the media owners continue to invest in more screens at relevant locations, it’s time for the creative agencies to be prepared to create multiple creatives basis the triggers and relevance. The traditional OOH creative agencies will have to invest in social media creative talents for real-time solutions. This medium provides creative teams with a larger canvas, flexibility to use multiple creatives and use real-life situations to position your brand. Easier it may sound, this would need special attention and some serious investment.
In 2019 Digital OOH will turn truly dynamic with improved technology, enhanced data, and smarter creatives. It will be always-ready, dynamically triggered, personally relevant and increasingly engaging but still delivered at scale. Most importantly, it’ll achieve better business results.