Fans of AMC’s series, “Better Call Saul,” may remember a 2015 episode where the main character, played by Bob Odenkirk, uses money earned in a unscrupulous way to purchase an outdoor billboard along the route to a competing law firm. No matter what your intended goal, Out of Home Advertising can be very successful in having a desired effect.
Better Call Saul Episode 104: Hero
Traditional, static Out Of Home (OOH) executions can often be prohibitive for some advertisers due to both the lead time and costs associated with production. Digital Out Of Home advertising opens the door for these companies as it presents the elimination of traffic and integration costs, the ability to use multiple creative messages, and in some cases, access to shorter windows of inventory much closer to start date.
Digital Out Of Home offers reduced prices and flexibility for advertisers.
When Kanye West hosted a listening party for his album, The Life of Pablo, and his Yeezy Season 3 fashion show simultaneously at New York’s Madison Square Garden, we extended the event further by securing the ABC billboard in the center of Times Square, which displayed a live stream of the event — all within a few days’ turnaround time.
Creative Out Of Home Solutions.
Whether the objective is to improve engagement or create consumer experiences, we are only limited by our imagination. An example is a creative execution we did for Interscope Records to promote a new single by DJ Snake ft. AlunaGeorge. The execution centered on bus shelters where we incorporated a reflective material in the creative which (no pun intended) mirrored the album artwork. When pedestrians saw their own images reflected back at them, they stopped in their tracks and took notice.
Customers Take Notice of Digital Out Of Home Ads.
There is research confirming that Digital Out Of Home advertising (DOOH) moves consumers through the purchase funnel and marketers are responding with ad dollars. eMarketer estimates that 40 percent of total OOH spending in 2015 was made up of Digital Out Of Home advertising, up from 38.1 percent in 2014.
Leveraging Mobile Technology for Targeting and Engagement.
There’s been a lot of buzz about capturing consumer data and the Out Of Home industry is leveraging mobile technology for targeting and engagement. Clear Channel announced their RADAR targeted solution early in 2016, unique to their Digital Out Of Home advertising inventory. They compiled aggregate and anonymous mobile consumer information from various mobile providers to map out specific audience segments. This improves the impact and efficiency of OOH campaigns by pinpointing a brand’s target consumer from qualitative data. Additionally, social media can be seamlessly integrated by using unique hashtags to increase user engagement with your brand.
How Can TEC Direct Media’s Help?
There’s a lot to think about when approaching OOH media because of its recent transformation. From new capabilities, targeting solutions, and creative applications, TEC Direct Media is well-versed on the latest trends. We work with all of the major OOH providers, cultivating strong vendor relationships and providing the best value for our clients. From time to time we have what we call “Hot Buy” opportunities, which are last minute avails on premium inventory, for a fraction of the asking price. Contact our TEC Direct Media Account Strategists if you are not already receiving these.