Right Place, Right Message, Right Time

By Sarah Villegas, Head of Marketing & Business Development at Exterion Media

Out-of-Home (OOH) has long been viewed as the ultimate broadcast medium, a channel with the ability to reach the masses. But the advent of Digital Out-of-Home (DOOH) and increased data is helping to propel the oldest form of advertising into the future, creating greater opportunities for brands to engage audiences with targeted messages. DOOH enables advertisers to reach specific audiences in the right place, with the right message, at the right time, and with greater accuracy than ever before.

After all, consumers will always need to make physical journeys and location can be used to give valuable insight into consumer intent. Retailers can use stock levels and live sales data, for example, to alert nearby shoppers to last minute sales, or prompt them to make their purchase before a product runs out.

With access to more granular data and greater flexibility on when and where to show adverts, advertisers can afford to be much smarter and more creative in their approach. One of my favourite examples of this is Netflix’s GIF campaign, which ran in Paris last October. Netflix created a real-time DOOH campaign using short GIFs from the films and programmes it hosts, each of which reacted to the environment and current events via multiple data feeds, informing the scheduling of the creative. For example when it rained, Gerard Butler sheltering from the rain in the movie 300 would display, whilst a hoard of zombies on the screens indicated a sale at a nearby store.

While the Netflix example demonstrates how real-time data can be used to create fun, engaging DOOH campaigns, it can also have a direct impact on sales. A great example of this is a campaign Crosstown Doughnuts ran last December that promoted live offers to commuters at Piccadilly Circus. After recently moving into a pop-up location in Piccadilly Circus underground station, they noticed that out of commuter hours there was a lull in sales. To counter the drop in natural sales seen during rush hour, they pushed a coffee and doughnut deal onto digital screens in and around the station when store traffic fell, in order to increase awareness and drive traffic to the store.

Integrating digital advertising with other platforms gives marketers the opportunity to develop innovative ways of heightening consumer engagement. As these examples show, OOH has become a powerful medium for real-time promotions, and can have a meaningful impact on the bottom line for brands.

This article was first published on Digital Marketing Magazine.