There’s no denying that today’s audiences are more distracted than ever. Perhaps it is the perpetual siren song of social media. Or perhaps it’s the hectic push and pull of the modern lifestyle.
Whatever the cause, audiences today are finding it harder to truly tap into media like they used to. Visit any water cooler conversation, and you’re likely to hear of a piece of content rather than about it.
So, what are modern brands to do? With attention being measured in just milliseconds, how can a brand truly compete for its audience’s time? The answer is just four simple words: out-of-home advertising.
In our explainer, we’ll dive into the evolving landscape of out-of-home advertising. Join us as we explore the insights that can help your brand win the attention game.
Captive Audiences
Out-of-home media advertising has evolved well beyond the humble roadside billboard. While that option persists, there are countless additional out-of-home advertising campaign options available to the modern marketer.
One concept is meeting the audience where they frequently find themselves for minutes at a time. These discrete moments are often filled with boredom but do not keep the audience from getting distracted from your ad. Common solutions for these moments include:
- Gas pump displays
- Point of sale ads
- Urinal or bathroom stall ad placements
- And more
Public transportation ads are another great example of this concept. Audiences in these contexts are often bored, immobile, stuck to a certain geography, and desperate for engagement.
The benefit of this type of marketing is that it doesn’t require active involvement from the audience. Simple awareness is the key here, with the audience becoming awash with your brand’s messaging while they carry out a simple, rote task. Plus, when placed strategically in areas where your audience frequents, visibility and reach can potentially skyrocket.
Plus, with programmatic out-of-home advertising in these spots, your marketing strategy has planned for the future. With this type of rollout, you can ensure your audiences see your latest and greatest year-round.
When thinking about capturing attention, simply think of the moments in a person’s day-to-day. Even if your ad offers but a fleeting moment of delight, you’ve won the positive association game.
Dazzling Digital Experiences
While static billboards are often more affordable, they can come at an engagement cost. Many modern brands have turned to engaging and eye-catching digital experiences to pry audiences away from their distractions.
Take interactive digital displays. When placed in dense pedestrian areas, the chances of an audience member interacting with your ad are quite high. Truly, digital out-of-home advertising is a great way of upping your ad game.
Another option is 3D billboard design. This concept allows brands can craft larger-than-life displays that seem to pop out of the confines of their building-sized billboards. While more expensive, this novel digital out-of-home advertising concept is quickly rising in popularity.
The options are only as limited as your budget allows and your imagination can conjure. But truly, when it comes to winning target audiences, unexpected delight will always be a winner.
Viral-Ready Experiences
Not every ad needs to be a straight down-the-middle experience. Some brands are more than willing to push things further and really test the boundaries of what an ad can do. And in many of these examples, the brands stand to win, as their reach extends far beyond the ad placement itself.
A fairly recent campaign for Sprite turned a beachside shower stall into a larger than life Sprite dispenser. Ultimately, anyone looking to cool off looked like they were showering under a spritz of lemon-lime soda. And audiences online took notice.
When shared on social, the reach for your ad campaign gains new life at no cost. And isn’t free advertising the best kind of advertising?
AllOver Media Has Your Programmatic Out-of-Home Advertising Solutions
Simply having a great product or service today isn’t enough. Brands that wish to compete in a highly competitive and highly distracted landscape need to be more strategic.
This is where AllOver Media can help. With extensive experience launching winning out-of-home advertising campaigns for clients nationwide, we are your OOH experts.
Partner with us, and you’re sure to see the engagement metrics you’ve been needing.
