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Implementing Interactive Technology in Your OOH Ad Campaign

by DOmedia on September 13, 2011 in Technology with No comments

Understand How QR Codes, Near-Field and Crowdsourcing Technology Work With Outdoor Advertising

Outdoor advertising has always benefitted from the development of new technologies. Just when you think it has advanced as far as possible, something new is just around the corner! With the invention of the smart phone, outdoor now has the ability to become more interactive, social and viral.

Some of the new technologies available to incorporate into outdoor advertising campaigns are Quick Response (QR) codes, Near Field Communication (NFC) and Wisdom of the Crowd technologies. These campaigns can be effective if used correctly.

Some important things to keep in mind: Remember that the percentage of adults in the US who actually have smart phones is still rather small. The number of people who have a QR Code app downloaded is even smaller. Also note that owners of NFC-enabled phones are a small population in the US as well.

Quick Response (QR) Codes

In June 2011, 14 million Americans, or 6.2% of all mobile users, scanned a QR Code with their devices. Those who scanned QR codes were more likely to be male (60.5%), between ages 18-34 (53.4%), and have a household income of $100k or higher (36.1%), according to comScore.

The best uses for QR Codes are for calls-to-action and coupon or offer downloading. QR Codes are a great way to help build your email list if you provide email opt-ins on the landing pages. One key point is to make sure that the QR Code isn’t directing the consumer to the company’s main homepage. The landing page should be something that will excite prospects and not bore or disappoint them. Think of ways to make the process fun, such as by providing a QR Code scavenger hunt. Give the consumer a reason to come back.

The best places for QR Codes are in high pedestrian areas. For obvious reasons, they should not be placed in billboard creative unless the location happens to be in a parking lot or side of a building. Also keep in mind the height of the ad and the time the consumers need to be able to pull out their smart phones and click the picture. The Outdoor Advertising Association of America (OAAA) has established some guidelines for using QR Codes. For instance a good rule of thumb is that a board shouldn’t be any higher than 20 feet off the ground.

Placement in the ad is also critical. If a bus shelter design has a QR Code in the lower right hand corner, the pedestrian may have to get down on his knees to properly scan the code. Always test your creative when using new technology. Also, take into consideration the environment.

Near-Field Communication (NFC) technology

There has been a lot of information lately about NFC technology. NFC allows for the transfer of data between compatible devices simply by placing them near each other (within four centimeters).

Some of the ways NFC is being used:

Airline ticketing/boarding passes
Sharing files between phones
Using your phone as a credit card
Getting information by touching smart posters
Brand Loyalty cards

Imagine buying products right off of a bus shelter. Many of the same creative guidelines that apply to QR Codes also apply for Smart Posters (NFC-enabled). However, there is a little more flexibility in that the consumer doesn’t have to take the time to snap a picture or find the NFC label in the lens. The consumer just has to be within the 4 centimeters to enable the technology.

Adoption of NFC technology may take a bit longer due to available technology, education and production costs of Smart Posters. QR Codes add virtually no cost to the production budget. But Smart Posters might be a little more prohibitive.

Wisdom of the Crowd Technologies

Does the crowd know best? Sometimes. Retailers have started using digital billboards, shelters and placed-based media to sell popular items, as well as items that aren’t selling. Stores can now communicate items and pricing with the public based on the inventory that is currently selling.

For instance, if a retailer has merchandise that is a ‘€œhot’€ seller, and they run out of stock, they can quickly change the digital creative to another item and price point. Also, if an interesting ‘€œconversation’€ is trending on their Facebook page, they can opt to change their creative to tie into what interests their customers. These campaigns are easy to implement with social media, inventory visibility and the flexibility of Internet technology.

Before initiating any interactive OOH campaign, do your research. There are many studies and associations available for most of these technologies. Not only does OAAA have many Interactive OOH case studies available on their website, but they also just released an Interactive OOH Primer. Contact Monisha Blair at OAAA at 202-833-5566 for more information.

If you have implemented an interactive campaign using these technologies, please send them to us to post on our site. We have over 450 agencies using our site as an information source.

DOmedia’s Top 5 OOH News Picks for August

by DOmedia on August 31, 2011 in News with No comments

August’s top content included positive revenue reports from OAAA, results from DPAA’s consumer engagement research, thought provoking questions about DOOH networks and a possible future where smartphones and DOOH networks can play together. See our top 5 picks for the most newsworthy out-of-home content in August.

1. OAAA Says Revenues Up 4.5% Year on Year, and More Companies Trying Out of Home

Sixteen:Nine – August 26, 2011

The Outdoor Advertising Association of America (OAAA) says OOH ad revenue rose 4.5% in Q2 2011, when compared to the same period in 2010. Overall spend exceeded $1.9 billion. Continue reading →

Growth of Digital Signage Report

by DOmedia on August 29, 2011 in DOOH, Trends with No comments

According to a new market research report, the marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen decline in traditional print advertisements in newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage. Given its ability to use vibrant, media-rich messages to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment. The market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems.

Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years.

Falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market in the post recession period. Low hardware costs, and declining software development costs have made systems, such as, media players, and display units like LCD displays cheaper and affordable. While the retail sector remains the prime end-user of digital signage technologies, evolving application areas, such as in financial services, transportation and hospitality are forecast to generate steam in the upcoming years. Companies poised to gain will be those capable of providing end-to-end digital signage solutions encompassing installation, consulting, content creation, content management and support.

Developing countries in Asia, Latin America, and Middle East are forecast to drive future gains in the market. The retail boom in countries like China, Singapore, Malaysia and Thailand, UAE, Hong Kong, and India, among others, provides a strong business case for new installations of digital signage systems. Major application areas in these regions include public notices and real-time weather forecasts among others. Opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers. Industrialization will remain a key factor indirectly driving growth in the marketplace. Development of transportation networks, public infrastructure, new construction of commercial buildings will create demand for digital signage in public spaces. The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.

As stated by the new market research report on Digital Signage Systems, the US represents the largest regional market worldwide. Asia-Pacific is the fastest growing regional market with dollar sales growing at a CAGR of about 22% over the analysis period. By product, digital signage displays represents the largest segment, while digital signage software represents the fastest growing segment, waxing at a CAGR of about 25% over the analysis period.

The research report titled “Digital Signage Systems: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides a comprehensive review of market trends, drivers, company profiles and key strategic industry activities. The report analyzes the global Digital Signage Systems market by all major geographic markets, including US, Canada, Japan, Europe (France, Germany, Italy, United Kingdom, Spain, Russia and Rest of Europe), Asia-Pacific, Middle East & Africa and Latin America. Product segments analyzed include Displays, Set Top Boxes and Media Players, Software, among others.

Click for more details about the market research report

theBITE To Serve Up US Open Coverage from the Tennis Channel

by DOmedia on August 24, 2011 in DOOH with No comments

indoorDIRECT and Tennis Channel have announced an agreement to air Tennis Channel’s coverage of the 2011 US Open on indoorDIRECT’s, in-store television show, ‘€œtheBITE’€, reaching 150 million consumers annually in the nation’s top quick-service restaurants.

Each day during the US Open, August 29th ‘€“ September 11, ‘€œtheBITE’€ will feature news and daily highlights from the US Open. The entire first week of the US Open coverage on ‘€œtheBITE’€ will be aired with exclusive Tennis Channel branding and messaging throughout the day.

‘€œWe are thrilled to be able to generate a high level of awareness for the Tennis Channel’s coverage of the US Open by creating an integrated theme week’€, says Jonna Birgans, Vice President of Strategic Alliances at indoorDIRECT. ‘€œTheme Weeks are a way for special events, such as the US Open, to be featured prominently within our programming and our viewers love to keep up with bigsporting events like the US Open.’€

Continue reading →

Product Spotlight: Digital Traditional Outdoor Media

by DOmedia on August 8, 2011 in Billboards, Digital signage, DOOH, Product Spotlight with No comments

Traditional outdoor companies have been bringing the digital element to their products for years. The same benefits that advertisers enjoy with digital place-based products – such as shorter turn-around times and lower production costs, are available with traditional media like billboards, bus shelters, newsstands and transit.