Artificial Intelligence
Transforming OOH

Month: May 2020

Out-of-home (OOH) advertising or outdoor advertising, has made it easier for advertisers to capture consumer’s attention in a world that is overloaded with information. 

 

DOOH

OOH shares the same physical space as consumers which allow for direct communication with them while they are on the move. The rise of digital out-of-home (DOOH) advertising enable advertisers to communicate with audiences in increasingly versatile ways. 

 

Advertisers can combine technology with creativity to create engaging and emotional and interactive experiences for audiences. DOOH means advertisements can become dynamic experiences, with touch screens and facial recognition technology. This allows advertisers to engage with audiences on a whole new level.

 

Artificial Intelligence 

Technopedia defines Artificial Intelligence “as an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include speech recognition, learning, planning and problem-solving. Artificial intelligence must have access to objects, categories, properties and relations between all of them to implement knowledge engineering.”

 

Artificial Intelligence has been used in many ways in advertising and specifically with the rise in DOOH. Artificial Intelligence can be used to analyse enormous datasets. By doing this it can provide advertisers with analytics, predictions and recommendations or it can even be used for decision making. 

 

With the use of Artificial Intelligence advertisers now have more insight into who sees their advertisements and who acts on them. It also allows advertisers to personalise messages for certain audiences with facial recognition, sensors and interaction. 

 

The data that is captured and analysed by Artificial Intelligence will keep on improving giving better insight, predictions and recommendations and enable advertisers to plan advertising campaigns accordingly and to make better decisions. Artificial Intelligence can help advertisers to make sense of the massive data sets.

 

Advertisers are now able to determine how many people passed by their ads or viewed their ads, how much time was spent looking at their ads and also the age, sex and other information regarding the people who viewed their ads. 

 

The relevant technology can also be used to recognise sentiment, behaviour, expression, and location which means more personalised ads to give consumers an emotional experience with a brand and which in turn means better engagement. 

 

Advances in technology mean advertisers can now track their audience’s movement to better measure their reach and influence. It also enables advertisers to reach the right audience at the right time. 

Out-of-home (OOH) or outdoor advertising is one of the oldest forms of advertising but thanks to technology and changing behaviours it remains one of the most successful advertising platforms.

 

Digital Transformation 

The digital transformation gave rise to digital out-of-home (DOOH) media which includes digital billboards as well as screens that are found in places such as malls and other businesses. Digital billboards give advertisers the possibility to update their advertisement much easier. This makes it easier to run new campaigns and to advertise at peak times. Digital billboards also allow advertisers to be highly creative seeing that they can use videos, moving images or live streams in their campaigns.

 

Creativity and Out-of-the-box Ideas 

Storytelling is one of the big trends for 2020 and DOOH enables advertisers to engage customers even more with creative out-of-the-box ideas. Stories help people to remember something and a riveting story even more likely so. Storytelling helps brands to stand out from the competition by making their brand more memorable and by doing so gaining a competitive edge.

 

With OOH and DOOH the trick is to tell a story in only a few seconds as consumers are generally only exposed to this form of advertising for a few seconds. They, however, are very likely to be exposed more than once.

 

In marketing, there is the Rule of 7. According to this rule, a consumer needs to be exposed to or interact with an advertising message at least seven times before they are likely to take action. With storytelling, a memorable story can lead a consumer to take action quicker.

 

The concept of telling a story in parts with OOH and DOOH is also very popular. Here a consumer sees only one part of a story one a billboard or screen and has to wait for the next billboard to see another part of the story. Or even wait a day or two to see another part of the story. This helps to build a climax for the story and to hopefully make it more memorable. It can also serve to build a story character.

 

Creativity and out-of-the-box ideas are key to storytelling. There needs to be innovation and engagement. A consumer must be able to connect with the story for them to like and trust it. The story needs to be impactful.

 

Different Mediums 

Storytelling can also be told by the use of cross-channel strategies. This means the story is being told by the use of different mediums, such as social media, television, radio and then also OOH.

 

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