OOH Is Still Alive…

Who said OOH is a dying media!

During  the last decade with the rage of the new media (digital, online and  social), most experts and specialists thought that traditional media  would slowly disappear. What has happened, however, was absolutely  unexpected! The new media has found a way to interact with the  traditional media, and the results come in all formats and styles of  creative communication with the people.

Before we go any farther  on showing some amazing examples and experiences from different markets  and communities, let’s highlight a very important point about  Out-Of-Home media: as long as people go out of home, as long as outdoor  advertising is ATL (Above-The-Line) media, OOH or outdoor advertising is  your entertainment on the road, and it is the only ad you cannot stop –  you cannot avoid it or even skip it… and in the emerging markets it is  the main communication media to deliver awareness, even being used to  activate or show what is going on online.

The integration of OOH  with digital and new media is a kind of phenomenal creativity that  enriches our daily life. People certainly enjoy the mix of live and  digital experiences, and so far it seems it hasn’t failed in any  community – it always captures much more attention than a standard OOH  campaign on its own or new media alone, or even integrated multi-channel  campaigns.

Spotify  used its vast user behavior databanks to create “Thanks, 2016. It’s  been weird” campaign, which delivered a series of witty and irreverent  outdoor slogans on large digital billboards throughout Europe and  America.

This involved some of the following messages being broadcast via digital displays:

“Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”

“Dear person in the Theatre District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?”

“To the 1,235 guys who loved the “Girl’s Night” playlist this year, we love you.”

This fusion of data mining and digital exposure will only become more commonplace as we move into the brave future of OOH.

Coke Zero  Drinkable Advertising campaign unifies the OOH and Digital media into  one experience that audiences love to go through and even just watch it.  Coke Zero usually likes to promote how it tastes, but the brand’s  newest round of multichannel marketing aimed at millennials is largely  focused on how the drink sounds.

The  most effective cross-channel ideas allow people to spend time  experiencing a brand, said Ogilvy & Mather New York President Adam  Tucker. He said creating “engagement through fame” is 12 times more  effective in driving market share over standard rational or emotional  campaigns.

Tucker  said Ogilvy has created campaigns for clients that are between two to  three times more effective when the idea is anchored in a brand  experience delivered in a surround way.

“With  the proliferation of choices and messages, where consumers sleep-shop  through the store, you can only hand out so many product samples to  drive trial,” he said.

“An  idea working across experiential, digital, social, PR and broadcast  channels creates an intimate ‘trial’ experience at mass scale,” he said.  “We can no longer rely on broadcast to change perceptions—we need to  use multichannel efforts to change behavior.”

According  to Coca-Cola, 85 percent of millennials have not tried Coke Zero, but  nearly 50 percent of those who try it go on to become monthly drinkers.  So, the “drinkable” marketing campaign is aimed at getting consumers to  sample the product.

https://youtu.be/IQovoot_ZUM

 Both  campaigns of Spotify and Coke Zero with their global popularity are so  inspiring of more cross-channels campaigns, and we believe that the mix  of virtual digital experience with live activity experience, makes it  more effective on mass market.