What are DOOH campaigns and why are they so effective? – WAU
Reach specific market niches, enjoy the benefits of technology, make marketing to the masses in a dynamic, flexible way and without combining your brand with visual pollution. What company would not like to have this? Well know that your company can start considering the idea, since these are the benefits of […]
Reach specific market niches, enjoy the benefits of technology, make marketing to the masses in a dynamic, flexible way and without combining your brand with visual pollution. What company would not like to have this?
Well know that your company can start considering the idea, since these are the benefits of DOOH (Digital Out of Home) campaigns!
With the growth of the London population (we are more than 200 million) and the great advance of technology, it is a sign that past the time for your company to think about reaching a large number of people present on the streets, specific locations and establishments across the country.
And just as the audience has grown, the behavior of the “big crowd” has also undergone changes.
Today the public is much more dispersed and only pays attention to what really interests them; such changes have become a major challenge for advertisers.
Inserting these and all the other factors from the market to the table, it is inevitable that DOOH campaigns will be on the agenda as the most viable and effective solution.
Want to know more about it? So follow our article and understand what DOOH campaigns are, how companies use this medium and also some tips for your company to start exploring this powerful method.
What are DOOH campaigns
If you live in a big city or at least have met one up close, you have certainly come across a DOOH campaign; after all, they are always present in places we usually go to, such as:
- Bus stops;
- Shopping centers;
- Lottery houses;
- Highway terminals;
- Great avenues.
Still don’t know what we’re talking about? Don’t worry, we’ll explain!
These DOOH campaigns we refer to consist of the use of high-tech monitors, installed at strategic points – as mentioned above -, whose objective is to present some kind of content that is “timely” for the public in strategic locations.
Want an example? Imagine an individual waiting for a bus, enduring 35 ° C heat and the fearsome midday sun.
Right next to the bus stop is a screen about five feet high showing an advertisement for water, juice or even soda.
In such a situation, it is almost certain that the person who came across the ad would feel his throat cry out for a sip, even a small one!
The example above highlights very well one of the purposes that DOOH campaigns can serve; be such a purpose make the public identify a need, get information or just be entertained.
The benefits of investing in this type of campaign
Without a doubt, DOOH campaigns offer many benefits, especially with regard to intelligent and effective approach methods.
To begin with, it would be no exaggeration to say that people have grown tired of the traditional means of advertising.
Advertisements broadcast via Radio and TV, although capable of reaching a large mass, are quite easy to avoid – just turn off the device or simply leave the place.
The other practices of traditional marketing, such as direct mail, bombardment of leaflets, tend to tarnish the image of a brand more than to promote a successful campaign.
And what can your company, as well as your persona, expect differently in DOOH campaigns? Why, many things!
First, such campaigns – also known as “New Medium ”- do not use aggression as a device.
An LED screen installed at an airport for the purpose of disseminating relevant content, for example, can hold the attention of many people waiting for a flight; while it is unlikely to be a cause of stress or visual pollution.
In addition to this benefit, companies that invest in DOOH campaigns end up with other advantages, such as:
- Possibility of much more attractive interactions for the consumer;
- A good DOOH campaign does not require large investments;
- Intersection between mobile devices, internet and social networks;
- Flexible, real-time campaigns that adapt to the target audience through customizations;
- Reach audiences at times when other methods are unable to promote campaigns – when people go home or work, for example;
- High quality content displayed;
- Ads targeted to specific market niches;
- Great potential to attract attention and engage the target audience;
- Promotion of ads of the most diverse formats, which end up being much more efficient than static ads.
Other advantages of the DOOH campaigns were highlighted by a study carried out by Ipsos, released in the first half of 2012. It was found, for example, that in 13 markets, 27 million people noticed DOOH.
It is time for your company to take this step further and count on the benefits desired by any company – including the competition -, right?
How DOOH campaigns work
How do DOOH campaigns work? The first point is to allow that, even reaching a large number of people, the message is able to “speak” to each one of them.
It is a real ad targeting to reach the mass and all classes.
When it comes to that, it is natural that posters, banners and billboards come to mind. After all, they do the same thing, right? Wrong!
The so-called “static” ads, as we explained earlier, are not able to win the attention of the majority who encounter them.
Furthermore, if the job is not done correctly and with the help of a large agency, failure is imminent.
Unlike all this, DOOH campaigns leave the option to update the content / message in real time, helping the right message is delivered to the right audience, at the best time and in the most appropriate environment.
How to create a DOOH campaign
To start advertising at strategic points, it is necessary that the planning is subdivided into two parts: the content and the installation of the panels / monitors.
Starting with the installation of equipment in strategic locations, we can treat as essential the hiring of an agency specialized in Digital Media Out of Home.
The agencies usually supply, in addition to their own equipment and their proper facilities at the points sold, features that allow management, campaign measurement and placement tracking.
Regarding the content that should be displayed, it is up to your company to hire an agency for this purpose. However, if the idea is to build a completely original campaign, follow the steps that we will show below!
The basic steps for content strategy
According to Keith Kelsen – the greatest DOOH expert on the planet – in his book “Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen”, to carry out an Out of Home campaign, it is important to “understand a number of things about the network to make a preliminary survey of the landscape”.
According to the author himself, everything learned in this initial phase will influence the future and vital decisions that will define the success of the network in serving ads to the target audience.
And what are the steps for your company to get real in DOOH campaigns? Kelsen points out 10 basic steps, which are:
- Strategic plan (choice of network type);
- Relevance of content and audience research;
- Content creation; network orientation;
- Network programming;
- Choice of the appropriate technology;
- Pilot deployment;
- Pilot measurement;
- Network implementation;
- Measurement of the entire network;
- Continuous refinement and measurement.
As for the first step, know that there are three basic types of network that you can work with:
- Waiting points: elevators, gyms, inside buses / meters etc;
- Selling points: supermarkets, convenience stores and commerce in general;
- Transit points: airports, metro stations, terminals and bus stops etc.
Many companies seek to distribute content to the three types of networks. However, it is very important that the contents are in agreement with the public of each of the networks; making a good study about the appropriate type of content worthwhile.
In short, what matters here is not the number of screens that will be part of the campaign, but the relevance of the network and the dissemination of ideal content for your audience.
Creating content suitable for each type of audience
Content production always involves some questions, isn’t it? After all, before getting your hands dirty, it is essential to have a good sense of its relevance and, above all, if it will bring results for the business.
So, when thinking about DOOH content, think of the people who will buy the products the company sells.
Bearing in mind that there are no public restrictions, it will be necessary to fragment the contents so that they “talk” to the broader demographic groups.
Supposing that the groups in question are divided according to the age group; this means that each content must speak to different generations of people.
That is, those who are part of the famous Generation X or Y are interested in different subjects from the older generations, such as those born in the 1950s and 1960s; as well as the language used to create interactions.
In addition, fragmenting the content can help to have a better perception of the relationship between the target audience and the places where it focuses most.
Students, for example, usually spend most of the day on buses and meters, as well as at points and stations.
Did you notice how a simple question took us away? From this panorama that we created, we can ask new questions whose answers indicate the ideal type of content to generate sales.
Our tip is that, before you start investing in DOOH campaigns, try to understand to the maximum everything that involves this type of marketing.
Read the best books on the subject, follow market references and listen to what companies that invest in DOOH campaigns have to say.
4 successful DOOH campaigns
To conclude the article with a flourish, we will present you X success stories involving DOOH campaigns and some brands in the market – surely some will impress you!
1. Pepsi: the bus stop with augmented reality
One of the most famous and funniest cases involving DOOH campaigns was carried out by Pepsi and its campaign Unbelievable.
It all started with installing a large screen at a bus stop on a London street.
When people looked at the screen – which didn’t even seem to exist – they were faced with crazy scenes adapted to reality; like spaceships bombing a bus, people flying over the street with balloons and even a tiger running up against them!
With the disclosure of the campaign made in 2014, from a video on Youtube, in a short time she acquired a large number of views – today there are more than 7.5 million views.
2. Netflix: campaign with animated GIF
Imagine that, in the middle of a stroll through the mall or passing a metro station, you come across several screens running animated GIFs of famous characters from cinema and television interacting with your moment? That was the idea that the London agency Ogilvy had to publicize Netflix services.
According to the weather, time, event of the moment and everything, people saw scenes from series and films, followed by a caption that described that moment!
3. Apolosophy: flowing hair
Apolosophy’s line of products for health and beauty of hair was disseminated in a completely different way from the conventional.
An billboard it was installed on a metro line in Sweden; whenever a train passed the station, a model’s hair – what appeared to be a photo – flew down her face, as if by the impact of the train itself.
4. Coca-cola: mini-kiosks
With the purpose of publicizing its – in the new times – mini soda cans, Coca-cola decided to install five mini-kiosks on the sidewalks of Germany, in order to pass on the message that “it is the little things in life that make us happy” .
This is an example of DOOH campaigns that do not require a high-tech monitor or screen to impact and draw public attention.
Now that you’ve seen these inspiring campaigns, how about starting to implement DOOH campaigns in marketing strategies?
Take the opportunity to see how a content production analyst can help you produce the best content for attracting customers!