Value Additions Of OOH To Campaigns In The Digital Age Of Personalisation

Value Additions Of OOH To Campaigns In The Digital Age Of Personalisation

Aug 05

Team mplan

OOH has seen new a lease of life in the digital world. Opportunities for cross/multi-platform campaigns have given new challenges as well as freedoms to marketers.

1.Cross-platform

The medium is a perfect example of how much of a need there is to view all the different portals as part of the same system of communication rather than in terms of silos.  

A phones with cameras, and scanners have transformed the way, print and OOH advertisements are perceived. While the advertisements still have to be optimised for region and audience, and the particular board itself, there is no longer the pressure to tell the entire story in that one frame. Because, OOH are no longer single frames anyway and there is the possibility of connecting the message to personal devices/accounts of individuals, which when cameras and scanners come in handy. Which is why optimising content and pushing creative boundaries in OOH has never been more possible than now. The medium is a perfect example of how much of a need there is to view all the different portals as part of the same system of communication rather than in terms of silos.(?)

2.Hyper-local/hyper-fragmentation/personalisation

We always imagine the turn to hyper-fragmentation of the market as a phenomena that affects only the digital medium but as we said not viewing all of them as part of a communication system can prove to be costly.

With increasing data and access to it, the message can be delivered to consumers specifically at high impact locations where the chances of conversion are high. The messages can also be interactive and/or personalised with the aid of mobile devices. We can insure that not are the customers receiving the information in a space they can act on the message, engage or learn more about the brand/message with the help of their devices but also that people who come to interact with the message find it relevant, and care about it.

We always imagine the turn to hyper-fragmentation of the market as a phenomena that affects only the digital medium but as we said not viewing all of them as part of a communication system can prove to be costly. This is true even if the campaign is a single medium, local/targeted one; it is important not to lose sight of the performance potential of  a message on various platforms and devices.

3.Medium opens new avenues of creativity

The above two points mean that the opportunity for creative endeavours have never been greater. While there is a need to keep track of scalability of content when a cross-platform or multi-platform is concerned creators are more encouraged to build content that fulfils campaign objectives.

Equally important is the know how of finding the optimum locations so the message has the maximum impact eventually resulting in what underscores the objectives of every campaign ROI.

All said and done OOH is constantly evolving and proving to an excellent medium on its own as well as, as part of a cross/multi-platform campaign because of the possibilities of links developed between these mediums due digitalisation.

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